This Dewar's 'Live True' Profile With Zio Ziegler Is Excruciatingly Painful to Watch

If you're a marketer and you're going to do a thing where you highlight an artist or a musician or an actor in a way that supposed to come off as natural and un-staged then for God's sake, don't make it look painfully unnatural and completely staged like this work Dewar's did with San Francisco mural artist Zio Ziegler for it's Live True campaign.

So Zio walks into a bar. Which is empty. The bartender says, "Dewar's" and Ziegler replies, sure, like it's the only thing in the world anyone drinks. Ziegler proceeds to uneasily pontificate about what it's like to be an artist -- you know, the same babble that spews forth from every artist's mouth about how they found themselves and are pursuing their passion and and following their dream and blah, blah, blah.

After about 1:24 of Ziegler prattling on about artsy fartsy stuff, the bartender, who is totally not a bartender, blurts out, with all the faux earnestness he can muster, "How vital is it to stay true to your self" like he actually gives a shit or would even care or would assume that everyone who sits at his bar is somehow lying about who they are and how they go through life. I laughed out loud.

Ziegler's answer? "I don't know what true to yourself is until it's already done." Now there's a man with a plan.

Cue bartender wiping a glass with a bar towel. Which I have never seen a bartender do in my entire life.