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May 25, 2006
Disgusting
Is anyone else revoted by the way that Dreamworks movie Over the Hedge is doing promotional advertising?
First of all, the trailer itself makes me believe that the movie is going to be terrible--something on par with the new Star Wars movies (pause for dramatic re-enactment of Darth Vader screaming NOOOOOO! upon learning that his true love Princess Amidala is dead after giving birth in the most implausible labor scene EVER FILMED). This conclusion is a shame, since Shrek, Antz, and Chicken Run were such delightful forays into the world of animated film.
But what is REALLY a shame is the advertising. To summarize (via AP):
The cheeky family comedy, from the people behind "Antz" and "Chicken Run," wags its finger at all of us humans for buying more food than we need -- fast food, junk food, food we have delivered because we're too lazy to leave the comfort of our cookie-cutter houses and drive to the grocery store in our gas-guzzling sport utility vehicles, which, like the ever-growing encroachment of suburbia, are contributing to the destruction of the environment the cuddly "Over the Hedge" creatures call home.
We have too much stuff, the film is trying to say, and we continue to acquire more stuff. And yet, off-screen, "Over the Hedge" simultaneously embraces a number of companies that provide such stuff and are helping promote the film through advertising.
Some examples (via Brandweek):
• ConAgra will release movie-themed Act II: Microwave Popcorn and POP material. The company’s Crunch ’n Munch snack will also sport Over the Hedge packaging;
• Chipmaker AMD will run ads on various media tying in with the movie on a global level;
• General Mills’ Trix yogurt will get an Over the Hedge makeover complete with on-pack activity games featuring characters from the movie. TV ads will also support;
• HP will produce a custom-animated TV spot;
• Wal-Mart will run an in-store campaign as well as TV flagging its support of the film;
• Wendy’s will run a Kids’ Meal offer with materials based on characters in the movie.
•The licensing program for the movie, meanwhile, will include a videogame from Activision and Over the Hedge party goods from Hallmark.
I can't say it better than River Front Times:
Product is what we get especially at this time of year, as parents look for air-conditioned destinations at which to dump vacationing kids entertained by anything bright, loud and furry. But Over the Hedge, based on something as insubstantial as a daily newspaper comic strip, bears the special scent of an unhealthy baked good rolled off the assembly line. It arrives in theaters slathered in more endorsements than a NASCAR driver, with its characters appearing in TV ads for everything from Hanes underwear and baked Cheetos to Hewlett-Packard and Oscar Mayer. And the movie, with its warm-'n'-cuddly creatures acting as spokesanimals, is being used to launch Wal-Mart's "Summer Starts Here" campaign. It feels like I've already seen the movie four times, after witnessing the parade of commercials for other junk its characters are pimping.
Amen.
Comments
Don't be so negative.
Two steps forward one step back.
They need the promotion in order to get their important message out.
Just like I have to fly to the US in order to help people see that they can take vacations at home without flying.
Posted by: Bastish at May 26, 2006 04:04 AM
