The last time I saw MTV Madonna was still wearing black crinolines and rubber gaskets as an accessory item, Spandau Ballet was considered hip… “This love is truuue…ooh”, and I couldn’t understand why my barber couldn’t get my hair just like Mike Score’s in A Flock of Seagulls. A lot has changed since then, in fact, apparently, unbeknownst to me; MTV (Music Television Videos) no longer shows music videos. What? Well, that was news to me. It is showing this new reality series, “The Buried Life”.
I'm not a big fan of reality TV, but this may become an exception. "The Buried Life" dares to ask the question "If you had one day left to live what would you do? Then they dare to go further. Now if you had your whole life to live, would you lose that drive, or would your list just keep getting longer? MTV has cast four very cute guys, Duncan, Ben, Jonnie & Dave (not Davy Jones) sort of like "The Monkees" and set them out on a bus, sort of like "The Simple Life". to prove that anyone can do anything. With cameras rolling, the quartet set out with a list of 100 dreams: everything from kissing Megan Fox, to giving a toast at a stranger's wedding to giving away a million dollars, to falling in love. But here's the catch (there's always a catch), they also make a promise to themselves, for every goal they achieve on their list, they help a stranger do something on theirs. Note to produces, my office door is always open!
To promote the series, MTV has skinned the former edifice of a Circuit City, (went out of business) which was a former First National Bank, (now closed) and former Lefcort National Building with vinyl adhesive. The four-story façade is clad as if were shrink wrapped tighter than a CD. Last night, despite the weather, 28 degrees, 14 degrees with the wind chill factor, there was an amazing throng (22) people intently congregated in front of the former retailer’s windows. Strangers on their way home stopped in their tracks, they were laughing, snapping photos, and goading one another. I hadn’t seen that much commotion and conviviality since New Years Eve in Times Square.
“The Buried Life‘s” window presentation has two interactive computer screens, one with a keypad where you can enter what you secretly want to do before your die, a provocative question if ever there was one, and a second screen with a running scroll with everyone’s answer. Some of the responses were sincere, others were salacious, sentimental, sexy or sickening. All of the answers elicited all sorts of responses from passers-by. It was a profound communal experience. I have to give it to MTV you currently have the best windows on Fifth Avenue.
Sampling of responses…
Andy: Get drunk with my boss and photograph her in a compromising position
Teisha: Go to Tibet and study Buddhism
Matt2: Live long enough to see my two year old get married
Kylie: Learn French and move to Paris
John: Get out of debt, get a job
Jan: Tell my husband I have breast cancer
Sven: See the Mona Lisa
Rachel Z: Meet Mr. Right
The interactive windows were an insightful sampling of our collective conscience, and brilliantly executed. I had a moment of revelation. Real people with real lives inhabit our world. We're not just strangers on the street. I thought to myself, why don't more retailers use this kind of technology. Instead of using windows to communicate with your customers, let your customers communicate with you. Ask a provocative question like… “What do you really think of us? Did you find what you were looking for? How can we become a better store? What's on your mind today?"
I would watch "The Buried Life" if someone will just tell me what channel MTV is on these days.
PS: To Mike, the cutie who entered his response at 7:15, you may have been tying to be glib, but I would be happy to make your wish come true.
