Marketing, at its core, is storytelling.

A wide-variety of industries have increasingly become less static regarding its interaction with consumers and have evolved towards establishing a relationship with desired demographics. The 20th century model of films, for example, included a trailer (maybe two) and then the release of the movie shortly thereafter. This simplicity worked beautifully. A great product will always sell. Back in 1993, Jurassic Park earned a staggering box office total of more than $1 billion.

So, why the recent change?

Millennials and 21st century social media.

This paradigm shift in viral entertainment marketing has been detailed and explored many times on this blog. This ever-changing dynamic is fascinating. Studios and actors are seizing on opportunities to make their product (a song, album or movie) a continuous, personable experience as opposed to a singular event one evening or afternoon. By connecting in unique ways and through clever mediums, fans are rewarded with special features, bonus clips and share-worthy content.

Brands are showing they care as much as the fans.

Enter Russell Crowe and Ryan Gosling who recorded a funny behind-the-scenes “therapy session” about their real lives/”real lives” outside their upcoming film.

A heads up: The “Hey girl” meme has been a pop-culture phenomenon among young women for years. If you’re on Facebook, Twitter or Instagram, odds are very high you’ve seen one of these fan-made tributes.

As it turns out, Mr. Crowe and Mr. Gosling have a great sense of humor about their public perceptions.

On a slightly related note, The Nice Guys arrives in theaters on May 20th.

And yes, there are more of these videos in this clever non-promotion (but actually a promotion) for The Nice Guys.

Plus, Ryan Gosling’s voice wasn’t the only thing to experience a major change in that scene. Did you recognize the surprisingly not high-pitched therapist?