Have you seen the deliciously postmodern promo for Timothée Chalamet’s new film Marty Supreme? It’s ricocheting around the internet right now, and for good reason. The spot offers a bone-dry portrayal of a virtual marketing meeting between the film’s agency team and Chalamet himself, who joins the call to share his “thinking.”

He wants to be on a Wheaties box. He has a Pantone: “hardcore orange”. He demands the Statue of Liberty. The Eiffel Tower. The session culminates in a sixty-second team meditation on the values of “culmination, integration and fruitionizing”.

It’s worth the full eighteen minutes, because it offers a frighteningly accurate portrayal of modern marketing planning and its superficial cocktail of optics, bullshit, and tactification.

Yes, tactification. I made that word

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