Thursday, July 17, 2014

Nuking the Fridge with Zenith

I am sure that Russel Westbrook is a good guy.  I am sure that Zenith are a good hearted company
But really?

Zenith is proud to be welcoming an exceptional ambassador who shares its values of daring, pleasure and authenticity: three-time NBA All-Star Russell Westbrook. To seal this friendship, Zenith pays tribute by creating a five-watch limited edition Pilot Type 20 Annual Calendar. These specially decorated models were developed in cooperation with Russell – acclaimed for his sense of style – and designed in keeping with his own codes of elegance.

Courtesy of Zenith
Well, we were told quarantine until Friday, July 18th, but another well-known blog has jumped the gun (if not jumped the shark) and frankly, I would assume that Zenith won't fault my daring, pleasure and authenticity whatever the hell that's supposed to mean, so here goes -

Courtesy of Urban Dictionary - I present you with "NUKE THE FRIDGE":

Nuke the fridge is a colloquialism used to refer to the moment in a film series that is so incredible that it lessens the excitement of subsequent scenes that rely on more understated action or suspense, and it becomes apparent that a certain installment is not as good as a previous installments, due to ridiculous or low quality story lines, events or characters. 

The term comes from the film Indiana Jones and the Kingdom of the Crystal Skull, in which, near the start of the movie, Harrison Ford's character survives a nuclear detonation by climbing into a kitchen fridge, which is then blown hundreds of feet through the sky whilst the town disintegrates. He then emerges from the fridge with no apparent injury. Later in the movie, the audience is expected to fear for his safety in a normal fistfight. 

Fans of the Indiana Jones series found the absurdity of this event in the film to be the best example of the lower quality of this installment in the series, and thus coined the phrase, "nuke the fridge". 
So here's the thing - Nataf is gone, but clearly not forgotten from the halls of Zenith.  I know I don't work there, but if I am honest, this in combination with the "flying lips" from the Rolling Stones Zenith makes me wonder if there are a few too many watch designs planned over perhaps too much absinthe?

FELIX BAUMGARTNER - absolutely makes sense.  But this is vanity boys and girls.  And expecting excitement from us (the public) after Baumgartner with tepid (and downright goofy) partnership pairings is more than a let-down.  They are "nuking the fridge".

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