For the first 20 or 30 years of my life, I had this serious mental defect where I couldn’t enjoy a good bangemup action movie.
“So unrealistic,” I snuffled. “So predictable.” That’s how I wasted decades of my life.
Thank God I’ve grown up.
Because now I can watch and enjoy movies like True Lies, James Cameron’s 1994 action comedy.
True Lies stars Arnold Schwarzenegger as super spy/boring suburban dad Harry Tasker, and Jamie Lee Curtis as his stodgy/talented wife Helen.
The initial reason I watched True Lies was the following famous line. It’s delivered by a used car salesman who’s trying to seduce Helen and is unwittingly confiding to Harry about it:
“And she’s got the most incredible body, too, and a pair of titties that make you wanna stand up and beg for buttermilk. Ass like a ten year old boy!”
Which modern Hollywood screenplay would dare have that?
But even beyond the risky dialogue, I was surprised by how fun this movie is. I guess that’s the only word to describe it. For example, as the movie goes on, you get to see:
– an old man sitting on a public toilet, calmly reading a newspaper, during the first shootout between Harry and the bad guy
– Harry riding a horse into an elevator, and an aristocratic couple in the elevator getting whipped in the face by the horse’s tail
– Tia Carrere (the evil seductress in the movie) rushing to grab her purse before the bad guys drop a box with a nuclear warhead onto it
– a pelican landing on a teetering van full of terrorists and sending it crashing off the bridge
– Harry saving the day flying a military jet, perfectly landing the plane on a city street, and then accidentally bumping a cop car
The point is that all these details are what I call “gratuitous fun.”
They weren’t in any way central to the action of the movie… and even the comedic part of the plot could have done without them.
They were just pure, unnecessary fun that made the movie sparkle a bit more. And I guess they helped it become the success that it was, netting almost $400 million in 1994 dollars.
I think the message is clear:
This year, surprise your readers with some gratuitous fun in your online content, in your sales messages, and even your one-to-one business communication.
People love James Cameron’s movies. They will love your stuff, too. In fact, you’ll make them wanna stand up and beg for buttermilk. Whatever that means.
And if you are too close to your own marketing to know what “gratuitous fun” might look like… well, maybe you can get some ideas from my own marketing. If you like, you can sign up for my daily email newsletter here.