The best thing about Morgan Spurlock is not that he examines societal issues, but that he does it in an entertaining and engaging way. With Pom Wonderful presents The Greatest Movie Ever Sold he stacks irony upon irony while putting it all out there in the name of transparency without being judgmental. There are of course few obvious sequences where the artist's preferences creep in. Like when he visits São Paulo as a total fan-boy of a city that got rid of all commercial hoardings – utopia! Or when he showcases struggling schools willing to make ends meet by selling out ad space on school premises. But overall, you are free to make what you want of it and here's what I think:
The movie is about Spurlock attempting to use product placement, marketing and advertising to finance a film about product placement, marketing and advertising. My initial impressions were of rage towards shameless corporations dictating terms on artist and art. Towards 'sell outs' who compromise on their vision just to make quick bucks. And towards bad movies that showcase products so blatantly that you feel offended on how stupid these companies think you are.
But after a few days of pondering upon the movie, I have changed my opinion about marketing through movies. When done in a thoughtful way it can be quite a positive thing. For starters, the 17 brand partners that supported The Greatest Movie earn my respect for the risk they took. In my humble opinion the risk paid off for Pom Wonderful & Mini Cooper especially. I will try that drink out next time I come across it.. after all it's 100% pomegranate juice! That aside, I think this movie was a perfect brand fit for both the brands. In the movie's brand is similar to Spurlock's personality – Playful & Mindful – and Pom, Mini, Jet Blue etc fall in a similar category.
Spurlock in his many interviews is successful to make you believe that these companies will do anything just to get some media impressions. It's true in part, the movie got 900 million media impressions even before the release, but there is more to it than just getting noticed. Association with this movie was a very conscious attempt by Pom & gang to stand up for something.. which is what branding is all about. As many experts have pointed out that Nike doesn't sell shoes in their ads.. they sell an attitude. This strategy makes them more human and people can relate to an 'attitude' more than a shoe sole.
Pom & gang stood up for playfulness and came off as confident and bold. They entertained me while showing some balls. Thanks Pom.
www.AbhishekBhatt.com
The movie is about Spurlock attempting to use product placement, marketing and advertising to finance a film about product placement, marketing and advertising. My initial impressions were of rage towards shameless corporations dictating terms on artist and art. Towards 'sell outs' who compromise on their vision just to make quick bucks. And towards bad movies that showcase products so blatantly that you feel offended on how stupid these companies think you are.
But after a few days of pondering upon the movie, I have changed my opinion about marketing through movies. When done in a thoughtful way it can be quite a positive thing. For starters, the 17 brand partners that supported The Greatest Movie earn my respect for the risk they took. In my humble opinion the risk paid off for Pom Wonderful & Mini Cooper especially. I will try that drink out next time I come across it.. after all it's 100% pomegranate juice! That aside, I think this movie was a perfect brand fit for both the brands. In the movie's brand is similar to Spurlock's personality – Playful & Mindful – and Pom, Mini, Jet Blue etc fall in a similar category.
Spurlock in his many interviews is successful to make you believe that these companies will do anything just to get some media impressions. It's true in part, the movie got 900 million media impressions even before the release, but there is more to it than just getting noticed. Association with this movie was a very conscious attempt by Pom & gang to stand up for something.. which is what branding is all about. As many experts have pointed out that Nike doesn't sell shoes in their ads.. they sell an attitude. This strategy makes them more human and people can relate to an 'attitude' more than a shoe sole.
Pom & gang stood up for playfulness and came off as confident and bold. They entertained me while showing some balls. Thanks Pom.
www.AbhishekBhatt.com