Like a true maverick, Melania Trump is bucking the traditional book-promotion cycle in favor of something weirder, spookier, and more confusing. The former First Lady’s memoir, Melania, is set to come out next month, and she has begun her promo cycle with a series of videos across social media. Grab some popcorn and get comfortable: There are a lot of videos, all in their own unique category.
Actual book promo
This is the only video where it’s sort of clear that she’s selling a memoir. I like that it’s kind of reminiscent of a slideshow you might see at a wedding or a graduation, not too good. “I feel a responsibility to clarify the facts,” she says as the music swells, “I believe it is important to share my perspective, the truth.” Facts, perspective, and truth? This book promises to be an epistemological disaster.
iMovie 101
Next, there’s this one, which was clearly made with iMovie and a prayer. That being said, there is something compelling about it. I think it’s the font? Or maybe it’s when she says, “The 2020 election results changed our lives forever. It impacted our quality of life, cost of food, gasoline, safety, and even the geopolitical landscape.” Even the geopolitical landscape. Can you believe it?
There she is!
Whoever is behind these videos is clearly playing with the style to see which works the best. Here, they have abandoned the black-and-white montage in favor of Melania giving a direct-to-camera address in full color. They’ve also abandoned any notion of Melania telling her own story; instead she speaks about the recent attempt on her husband’s life.
Don’t forget she’s a mother, too
I love this one, which features a pink background because she’s talking about girl stuff (motherhood). Mise en scène! The twinkly lullaby score is a nice touch, as is Melania saying, vaguely, “The lessons I have learned from [motherhood] are profound.” What are those lessons? You’ll have to read the book to find out.
National Treasure vibes
Except instead of Nicolas Cage trying to steal the Declaration of Independence, it’s Melania reminding you that the Bill of Rights is also important. Is the document shown at the beginning of the video either of those? No, it’s the Constitution. So close. The video then proceeds to have the viewer read the full text of the Fourth Amendment while the music crescendos. It’s not really enough to make me believe that the 2022 FBI raid on Mar-a-Lago violated her rights, but I was entertained.
Melania defends her nude modeling
I really am struggling to imagine how several people watched this and went, “Yep, this is perfect.” Were I on Team Trump, I would not let Melania release a video in which she compares herself to Lady Godiva, a woman whose whole deal was that her husband forced obscenely high taxes on his people and would only lower them if she rode naked through town. But that’s just me.
I guess these videos are sort of successful in that they are showing off how weird and off-putting Melania’s book is going to be. It will seemingly include bits about motherhood, the Fourth Amendment, and her years as a model. Will it also include a bit of conspiracy about her husband getting shot amid its “48 pages of never-before-seen photographs”? We’ll just have to wait and see.