Screenshot for BWLTruth.com

BWLTruth.com – Exposing the truth behind tight fitting jeans

Summary:

BWLTruth.com is a political website set in the television universe of 30 Rock

Show & Episode:

30 Rock – Brooklyn Without Limits (S05E07)

Context :

When TGS show-runner Liz Lemon finds the perfect pair of jeans at her local BWL (Brooklyn Without Limits) clothing store, she proudly holds up their progressive values as an example of a business with a social conscious. But after Jack Donaghy informs her that the chain is owned by Halliburton, she finds a series of websites including BWLTruth.com that tell a different story altogether.

Screenshot for BWLTruth.com
Do these jeans make the asshat look big?

Breakdown:

The Domain

WHOIS shows the domain as registered to the General Electric corporation. Unfortunately they didn’t take the opportunity to direct it to 30 Rock’s photo page or a copy of the site as shown. As a domain for an expose-type website, the selection of BWLTruth.com is an excellent choice.

The Website

As usual the art department at 30 Rock did a excellent job on the mockup for the site. For something that has an on-screen time of all of 3 seconds, it contains all the elements you would expect for a website devoted to exposing the shady business practices of an outwardly progressive business.

  • Navigation – With the usual log-in links in the upper right corner, I like the main navigation bar section links with the callback reference to ‘Slave Labor Stories’ and ‘Random Truth’. I think every expose and news site should have a ‘I feel lucky’ link for factual non sequiturs.
  • Main Article – Shown as written by social activist Howard Zinn, the article is a nice tongue-in-cheek blend of conspiracy and expose.
  • Logo – The logo smartly uses the context to combine the “official” logo of the BWL chain with TRUTH. Using a rougher font with a darker red for the “Truth” portion would have made for a better contrast, but it works without it.
  • Photo – Dick Cheney in tight jeans…the sentences I type for this blog. The coloring and proportions in the image make it a somewhat obvious Photoshop job, but completely acceptable for the short viewing time.

It’s possible that that use of real people in this mockup kept the domain from being redirected to a photo or recreation of the site. Which is too bad, as it’s a nice example of blink and you’ll miss it craftsmanship.

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