The story in one page
Robert Bowen wears a televicarion helmet to simulate a knight in King Richard’s march toward Jerusalem. Inside the visor, Robert acts as Sir Robert de Bouain, maneuvering through the desert alongside a Gascon knight named Sir Gaeton. While discussing the heat and the tactics required to fend off the Saracens, the two men interrupt their military planning to discuss the deep, rich flavor of Old Kings cigarettes. Robert seamlessly pivots between medieval combat and the high-pressure marketing pitch, eventually returning to the dim reality of the studio. He warns the producers that the commercial is dangerously effective, as the synthetic experience makes real tobacco look disappointing by comparison to the projected ideal.
Who's who
- Robert Bowen
A professional actor performing in a historical simulation.
- Sir Robert de Bouain
The persona adopted by Robert inside the virtual experience.
- Sir Gaeton
A Gascon knight who discusses cigarettes while in battle.
- Richard of England
The historical king leading the charge toward Jerusalem.
What it's really about
- Consumerism
- Product placement infiltrates even the most sacred historical narratives.
- Reality vs. Simulation
- Virtual experiences replace physical life with perfected, artificial sensations.
Why it's memorable
- A medieval knight pausing a life-or-death charge to discuss flavor profiles.
- An actor leaving the Crusades only to worry about cigarette sales figures.
The ending, explained
Spoilers — show the ending
Robert Bowen removes his headset and warns the show's producers that the commercial is too convincing. He fears consumers will be disappointed when the real tobacco fails to match the simulation's quality.
For your book club
- Is history just another backdrop for effective product placement?
- Why do synthetic experiences become the standard for reality?