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Brand Association Choose Wisely

Brand Association — Choose Wisely

Using movies and pop culture to help promote a product isn’t a new idea. The reason why it works so well is because there is an immediate brand recognition with popular movies. It’s really the same principle as using celebrity endorsements, only in this case, the movie tie-in is the celebrity. But just like you have to be careful in choosing your celebrities, you have to be careful in your movie associations.

I saw two commercials this morning and felt like one hit a home run while the other fizzled. Chrysler has partnered with Syfy and Trion Worlds for “Defiance,” the first-ever convergence of television and online gaming featuring an interconnected world and storylines that co-exist throughout a scripted drama television series and an online game. In the commercial, the Dodge Charger starts out as more than just a car. It’s your tough, sexy, high-performance mode of transportation that can handle anything. You are then transported 10, 18, and 33 years into the future. As the world gets tougher, the Charger gets even more bad-ass — reminiscent of Mad-Max’s Interceptor — the toughest car ever. The commercial closes with, “Only the defiant survive.”

GE opted to resurrect the 10-year old sci-fi movie franchise, the Matrix, to to help promote its software and medical hardware. I’m wondering why they chose to use Agent Smith, a character whom we feared and hated from the movies to promote their technology. Yes, the movies were amazing to watch, but in them, computers took over the world and enslaved the human race. We hated the computers. GE is hoping that people will associate their brand with the coolness of the Matrix franchise, but overlook the fact that they’ve compared themselves with the most evil maniacal character in the movie series. They’ve made a pretty commercial that missed the mark.

See them both below. What do you think?

Dodge Charger Defiance Commercial

More photos here

General Electric’s New “Matrix” Commercial

About the Author: Michael Flint

AvatarMichael founded Metropolis Creative in 1999. He is currently an instructor at Northeastern University and has also taught at Bentley College. Speaking engagements include The Boston Chamber of Commerce, the Mass Health Data Consortium, and The Enterprise Center. Michael holds a BFA in Graphic Design from Rochester Institute of Technology and has won numerous design awards. Michael actively supports the entrepreneurial and startup community by participating as a mentor with MITX-Up and is e member of OpenHub. He also runs the annual Extreme Website Makeover event which supports local startups and non-profit organizations. When not at work, Michael enjoys painting, brewing beer, and playing hockey.

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