"Short King"

13 January 2026

2 mins 45s

Reach out and touch.

When Harvey Guillén put out a video showing the difficulty he was having reaching Perfect Bar's range of protein snacks in the supermarket, it appeared to be a humorous bid to draw attention to a genuine problem. This musical response by Perfect Bar, featuring Guillén himself, reveals that the whole thing was a marketing stunt from the get go, but there's nothing wrong with that.

The key thing was to make sure the response was spectacular, and to achieve that they drafted David Shane to direct. The result film looks like it could have come from a Broadway show, and that means the mission was fully accomplished, as that's exactly the level of grandeur that was required.

The other key thing was to resist the temptation to lean too much into the comedy. It needed to be subtle and that's exactly what Shane has delivered. Thanks to this restraint, the absurdity of the premise shines through, and ensures the audience is intrigued by what they're seeing if they are unaware of the original video.

It's a bold move by Perfect Bar as the discourse around height on dating apps has become a genuine grievance among our shorter brethren, and the emergence of the phrase 'short king' is undoubtedly considered by some to be a continuation of the mockery they have faced all through their lives. Nonetheless, this is a warm-hearted pushback and likely to be embraced as a way of turning an attribute generally considered negative into a positive.

USA

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