This past weekend I noticed how much [tag]marketing[/tag] and [tag]brand[/tag] recognition plays a part in our daily lives. There were two significant things that happened this weekend that made me situp and notice. 1. I watched a DVD I rented called - [tag]The Island[/tag], and 2. Superbowl XL (That’s 40 for those that haven’t quite got the grasp of Roman numerals :-)) 10 years ago, these two events would not have had any impact on me, other than the feeling of watching a great movie, and of watching a team win a football match. But today, I remember these two events for the marketing and branding, rather than for the movie and the final score.

In the very first 5 minutes of the movie, Ewan McGregor opens up his drawer to reveal a pile of clean white and grey tracksuits, as well as a couple pairs of brand new PUMA sneakers. As all the clones are wearing exactly the same clothing, there are thousands of pairs of PUMA sneakers walking around. Brand Awareness #1.

Then after Ewan McGregor and Scarlett Johansson escape their clonedom, the cars riding around are mostly Chevrolets. The beaten up cars are actual road cars of today(therefore are around 15 years old), while the 2019 model cars are Cadillac and Lexus Concept cars. Brand Awareness #2.

The one that impressed me the most was the public phonebooth. An MSN Search booth! Swipe Credit Card, say the name of person to dial, and a video call proceeds. This form of public phone system is not far off, and it wouldn’t surprise me if Microsoft are already thinking about it. Just something for them to get one over on Google. Brand Awareness #3.

Also there were Calvin Klein posters in Ewan Mcgregors home, as well as 3 Tag Heuer watches that the camera focuses on from which he chooses one to wear. [tag]Brand Awareness[/tag] #4 and #5.

This “brand awareness” also adds to the realism of the movie, and it also makes you think that in 2019, these brands will probably still be around. The next James Bond movie is going to be full of this almost spammy marketing. Clever, but spammy.

[tag]SuperBowl[/tag] XL
Although I never watched the match, or even cared to, the one thing that stood out more to me was that everyone was more interested in the half-time commercials than the actual game! The 30 second commercials that aired during half-time cost around $2.5 million! These ads not only will be displayed at half-time but are spewed across the internet, iPods and cellphones. Hey, you can get them here too! This shows you how marketing and marketers seem to have got it right when the ads are as much an attraction as the game itself.

Have a look around you. In your car, your home, on your cellphone and everywhere else that people look or walk. Marketing is part of our daily lives, and sometimes I get that feeling that I too, am a clone waiting to win the lottery and go to…. The Island.