The Nihilism Behind Nathan Fielder’s Real-World Marketing Success

Recently you may have seen a Nathan For You ad that features a series of familiar magazine covers — Rolling Stone, GQ, Time, Wired — all featuring Nathan Fielder, the Canadian comic and star of the show. His name is plastered across the covers and he assumes a different brand-appropriate look for each one, snapshots from an alternate media universe in which he is the biggest — and only — star. It’s a clever summary of the program’s philosophy: for Fielder, the intersection between marketing, consumption, and American culture is only as organic as we pretend it is. Peel back the layers and everything is revealed to be kind of bullshit.

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