The Long And Short Of It

Good storytelling relies on some common frameworks. Take the Three-act structure. It is one of the most familiar forms of narration we encounter. In fact, once you notice the pattern, you’ll see it everywhere from Sholay to Mr. Bean’s Holiday.

Today, I’d like to illustrate it with one of the high points of the internet, or the greatest story ever told through ads:

Highly recommend you watch the video (with sound!) before we proceed. Also, mild spoilers ahead.

From Wikipedia:

The first act is usually used for exposition, to establish the main characters, their relationships, and the world they live in. Later in the first act, a dynamic, on-screen incident occurs, known as the inciting incident, or catalyst, that confronts the main character (the protagonist), and whose attempts to deal with this incident lead to a second and more dramatic situation, known as the first plot point, which (a) signals the end of the first act, (b) ensures life will never be the same again for the protagonist and (c) raises a dramatic question that will be answered in the climax of the film. The dramatic question should be framed in terms of the protagonist's call to action.

In the first four ads, we see our main characters introduced, the first inciting incident (Long, Long Maaaaaaaaan)¹, escalation, more character establishment and finally: the first plot point (Chi Chan’s illness revealed).

Again from wiki:

The second act, also referred to as "rising action", typically depicts the protagonist's attempt to resolve the problem initiated by the first turning point, only to find themselves in ever worsening situations. Part of the reason protagonists seem unable to resolve their problems is because they do not yet have the skills to deal with the forces of antagonism that confront them. They must not only learn new skills but arrive at a higher sense of awareness of who they are and what they are capable of, in order to deal with their predicament, which in turn changes who they are. This is referred to as character development or a character arc. This cannot be achieved alone and they are usually aided and abetted by mentors and co-protagonists.

Like Master Oogway, Chi Chan’s colleague reveals a Truth in the sixth ad (“Secret”): Both choices before Chi Chan are really the same, and the difference is only superficial. Even for one accustomed to honest storytelling, this is stunning: imagine a company publicly throwing away its product’s USP to make a greater philosophical point. While this is the midpoint of our three-act structure, sadly Chi Chan hasn’t yet evolved enough to understand the Truth.

Finally,

The third act features the resolution of the story and its subplots. The climax is the scene or sequence in which the main tensions of the story are brought to their most intense point and the dramatic question answered, leaving the protagonist and other characters with a new sense of who they really are.

A new sense of who they really are. My god. Truer words have never been spoken.

Aside from the ads excellent adherence to the three-act structure, they do many other things superbly.

One, character consistency. Every character is true to themselves, and thus every frame, every note and dialogue pushes the narrative forward. There is no contradiction to distract or confuse the viewer.

Second, the attention to detail. Whether it’s the saxophone, the repeated occurrence of the “long” trope or the way the “vs” becomes “&” in the last shot of the video. The artist makes full use of the canvas and colours available to them, and the viewing experience is infinitely more rewarding for it.

Third, in a page straight from Nolan’s playbook, every rewatch blows your mind once the suspense has been revealed. Like Memento or The Prestige, you notice clues and hints scattered about everywhere once you know what to look for.

Fourth, the expectation subversion. Our antagonist was really the protagonist! (And vice versa). You don’t see it coming, and are blown away by the reveal. This is the true mark of a genius, and one who is in full control of themselves and their craft. Kudos!

Is it any surprise then, that these ads (released in 2017) have attained iconic status? There is a subreddit (r/FuckYouChiChan), a Verge article, even an interview with Long, Long, Maaaaaaaaan² himself.

On your next rewatch (or the tenth), scroll down to the comment section as you listen. You’ll find some astute observations and loving commentary. Revel in the shared human experience.

These ads are a cultural milestone, and one of the high points of our civilisation. Feel the same awe that courses through you while standing in front of the Mona Lisa or seeing the Taj Mahal for the first time- a creativity that transcends humanity, humbling and inspiring us merely by existing.

Also, penis jokes!

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1. You know you sang that in your head.

2. You definitely sang it this time.