Nathan Fielder uses his business degree and life experiences to help real small businesses turn a profit. But because of his unorthodox approach, Nathan’s genuine efforts to do good often draw real people into an experience far beyond what they signed up for.
Nathan Fielder, business school graduate and “Wizard of Loneliness” (according to the brusque Brian Wolfe of ID’s “Cry Wolfe), is nothing short of a comedic genius. I didn’t know what I was getting into when I slipped the first disc in. Part of me expected “Nathan for You” to be in the same arena as “Tosh.0.” I was pleasantly surprised to not be inundated with vomit-inducing images and blanket mass stupidity. Ten minutes into “Nathan for You,” a surge of guilt filled me. How could I have never heard of “Nathan for You” before now? It was a mistake so painful that I did not move from my couch for hours on end, mesmerized by the best satire comedy I’ve ever seen. I don’t think I’ve ever laughed more in my life in one sitting before “Nathan for You.”
Those who have been exposed to “Nathan for You” may be shaming me for not discovering this gem sooner, and don’t need me to sing its praises to you. But for those, who like me, have failed to stumble upon it, I urge you to do so quickly. But if you need a rundown of what you’d be getting into, I’m happy to explain.
Nathan Fielder uses his business school background and personal experiences to help struggling small businesses using unconventional (sometimes bordering on insane) marketing strategies. Nathan toys with our sensibilities as consumers and our helpless addiction to gimmicks. The first episode of the first season “Yogurt Shop/Pizzeria” eases us in as Nathan suggests a frozen yogurt shop owner try out a new flavor. Poo flavor. And Nathan goes to great lengths to secure a flavor that is “poo” without there being any actual feces content. The new flavor is advertised and real people actually go for it. While the plan technically “worked” the shop owner decided poo flavor frozen yogurt was not the way to go. It’s a theme that stretches throughout the series. Nathan takes the “technically worked” strategies as a win and shrugs off the seemingly ungrateful business owners.
But surprisingly not all business owners Nathan’s helped are dissatisfied. Some fully embody Nathan’s advice, like realtor Sue Stanford, The Ghost Realtor. Nathan suggested Sue market herself as The Ghost Realtor, guaranteeing that any home she sells will be ghost-free. The episode includes a team-up with a psychic and an exorcist that conducts an intense exorcism that Sue herself experiences. I could drone on forever, detailing each episode, and my conclusion would never change: genius, pure genius.
As the series progresses, so does the budget for the marketing stunts. Nathan becomes more meticulous, making sure even the most bizarre stunts are within legal bounds and comply with Nathan’s own moral code. Every strategy must be backed up by the “truth.” There’s no “we’ll just say we did…” Nathan takes it all the way. And it’s amazing to witness.
“Nathan for You” pokes fun at our consumer culture and, at times, exposes our darker and baser aspects. It blends the acting and reality seamlessly and provides us with some philosophically deep material to consider. But most importantly, it’s funny. And you will laugh unendingly. And then probably cry when it’s over.
Now available on DVD
