The Archetype Project

THE ARCHETYPE PROJECT re-stages a situation from a „Marlboro Maybe“ billboard advertisement which was part of a campaign that specifically targets youth from the so-called Generation Y and Z. It portraits a protagonist who is unable to enter the stage due to stage fright. The second character, whose role is loosely based on the Marlboro Cowboy, uses the spotlight to reckon with the shortcomings of the „Generation Maybe“ and its urbanity. In his ongoing and analytic monologue he manages to manifest himself by partly using phrases from Marlboro advertisements as well as phrases from psychoanalytic portraits about the Marlboro Cowboy that were transferred into spoken text.