Just as Hell is divided into many circles, so is YouTube. Below the circle of adults unboxing children’s toys, the shadow realm of vape trick compilations, and the valley of Blue Oyster Cult playlists lies the blandly informative and respectable region of practical videos. Down here, people who don’t cuss demonstrate how to replace your computer’s hard drive or change the oil in your snowblower. This is where small businesses tell you about their patent-pending innovations.
If this normcore world of YouTube product demos has a hero, it must be Scott Dordick:
Some people may lack a natural interest in his company’s (well-reviewed) $400 ballheads. But it’s hard to imagine a viewer who cannot appreciate the transfixing piece of outsider marketing that accompanies them. Backed by what sounds like a lost track from the Samurai Cop OST, Dordick’s oddly paced monologue turns the dross of ad copy into YouTube gold, creating a hypnotic spectacle full of repetitive phrasing and idiosyncratic flourishes.