A video titled "I am a craft brewer" has been circulating the internets over the past few weeks. For some reason, I never stopped to look at it--until now. Man, is it tripe.
The idea is to distinguish craft breweries from faceless corporate industrial breweries, yet the video is so overproduced and badly-written that it sounds a whole lot like faceless corporate propaganda. The swelling music, the painful sincerity of the speakers, the insistence on first-person readings of pap that obviously came out of a marketer's brain--all of this is terrible.
This is one of those times when a less-produced and funny approach would have been way, way more effective.