It was a bold movie because Morgan Spurlock is actually making a movie that shows how prevalent advertising and product placements in our daily lives are. The movie started showing how ubiquitous brand messages are in our lives. That from the day we wake up until we sleep, we are bombarded with advertising messages. But basically I know this already that advertising are everywhere. It was however a prelude, or a case build up, of Mr. Spurlocks intention to create a movie that will show the flip flop of advertising and yet, make companies pay for it. I am not sure if it was deliberate or a coincidence with how the film evolved that Mr. Spurlock had an initial difficulty of selling his idea to companies. During the first phase of the film, his meeting with advertising executives was met with hesitance and fear. It illustrated the normal reaction of companies to be anxious about being included in a film that they do not know how will they be perceived by the audience. These brands spent millions if not billions of dollars to build their image to become what they are today and it is normal that they are going to be protective of their brands. At one point, an executive told Mr. Spurlock to turn the camera off and I thought he already had a deal that was actually documented. All the while, as told by Mr. Spurlock himself, that they do not want to be a part of it. I already expected this part of the movie. Of course companies are going to be worried that they might make a fool of themselves in a movie that will feature how offensive advertising are getting now. Moreso, that they are going to pay for it. It is like frying themselves with their own oil if the film actually negatively projects them. As the film progresses in this part, I was wondering how Mr. Spurlock is going to convince advertisers to actually pay for his film that will show how much these companies are bombarding the consumers with its advertisements. But the lessons actually starts here which I myself learned a lot. After this initial failure, Mr. Spurlock asked around on how is he going to get advertisers pay for his film. It was not only a tutorial to him but also to the audience especially to students like me. During this process of asking around, I understood what brand collateral really meant when it was applied in real world marketing. Of all the things that has been said about it, it just meant “what do you bring on the table?” or “what are you offering?” I also learned what brand personality was when Mr. Spurlock consulted what brands will most likely support him. He met with an Analyst (I think she was a pyschoanalyst) and from there he realized what kind of brand Mr. Spurlock is. He is playful and risk taker which is quite unusual. Because typically people are fearful of the unknown which is part of human nature. Both Mr. Spurlock embraces risk and adventure as part of his personality. He was advised that the brands that will most likely to support him are brands that shares his personality. Armed with this new set knowledge, his previous research seemed to work. He had a meeting with Ban deodorant whom he struck a conditional agreement that if he convinces 15 others to be a part of his film, then they are in. I was smiling in this part of the movie thinking that hard work really pays and knowing how to do things really pays off. I also had the feeling that Mr. Spurlock’s moment that his break is already coming in when he
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My initial assessment of the movie was, since it was premised on exposing how pervasive brands are to the point it invades the movies, the film will just show how impossible it is to get the cooperation of big brands to be featured and actually pay for the film that illustrates how pervasive they are.
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