This ad for a chiropractor in the L.A. area has gone completely viral, because Ryan Lee, the chiropractor, and everyone else involved hit the sweet spot: it's ironic, but not totally ironic. You can tell that they get that this is funny, but it's not clear if it's funny to them in all the same reasons that it's funny to us. They are some degree of funny, clever and lucky, and it's a Rorschach test how much of each you think it is.
Here are a few facts to help you decide:
1. The Ryan Lee Chiropractic Center is a real thing. They have
a website, which looks like most other small business websites.
2. The website makes reference to the video on the front page, referring to it as 'not-so-serious.' While quotation marks are appropriate there, as I am quoting them, there are quotes around those words on the website as well, meaning that this would be a worthy entry into the
blog of "unnecessary" quotation marks.
3. There is an unmistakable wink at the camera at 0:33 of the video when Lee states that he's "committed to providing...an incredibly professional environment." At that moment he has both his hands along the side of a pretty woman, and he cracks her torso right as he says that.
Point 3 leads me to the broader idea here: this video is about Ryan Lee, Chiropractor Extraordinaire, being sketchy in a somewhat self-aware way. The women in the ad play along with their weirdly neutral expressions, like they trust him...mostly. They know what they signed up for, and he seems like a nice enough guy, but he's definitely putting his hands all over them. Which is his job but still.
The more I write about this, the more I think this is both genius and really sketchy. I am more confused than ever over whether Ryan Lee deserves our admiration, mockery or sketched out glances. Some combo of the three I suppose, but how you mix and match is up to you.