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“That the investment was overwhelmingly in comedy is sensible: Funny spots are more likely to be remembered, talked about, reposted and if brevity is the soul of wit, as it certainly is of the modern attention span, repetition is the soul of advertising.”

That the investment was overwhelmingly in comedy is sensible: Funny spots are more likely to be remembered, talked about, reposted and if brevity is the soul of wit, as it certainly is of the modern attention span, repetition is the soul of advertising.

“Parker, if you and I were on an elevator, riding up from the lobby, you should be able to tell me who you want to be before we hit the fifth floor. Brevity is the soul of wit!”

And if your joke-telling uncle goes on too long, he’ll know what you mean when you say, “Brevity is the soul of wit.”

The argument, which Carl pursues with the dogged righteousness of a guy on Twitter asking Serious Questions, demonstrates Ostlund’s refusal to adhere to the corrupt bourgeois notion that brevity is the soul of wit.