M. Night Shyamalan has a new movie coming out. It’s called Devil. It’s about the Devil hanging out in an elevator. I know this, because the copywriter assigned to craft a compelling synopsis of this film was only able to summon the following:
In the film, a group of people is trapped in an elevator, and one of them is the Devil.
Back before I became a copywriter, I might have mocked this description. But now, my heart goes out to the unsung scribe who probably began this project with a brilliant treatise comparing this film to No Exit. And then the comments came, and the rewrites, and the revisions, and comments on the revisions and the rewrites of the comments and then the client saw it and they had comments on the revised rewrites until finally, alone in the office, the cleaning lady come and gone, sucking the last drops out of a bottle of Jack Daniels, our beleaguered author gave up and dejectedly typed that someone in the elevator is the Devil. (Probably while thinking something along the lines of, “You want it “simpler” you idiots? Here. SUCK. ON. THIS.”)
And that’s what got approved.
Here’s to you, unsung Devil site copywriter. Here’s to you.