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A Nonny Moose

Hucksterism and the Big Screen

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CBC National News reported this evening that Heineken Lager paid $45M to convert 007 from vodka martinis to Heineken. If the movie moguls are so hard up for cash, I suggest they start making better movies and not becoming advertising vehicles.

I wonder how a beer is after it has been shaken, not stirred. I think it would be flat, and frankly, while I like the character and action movies in general, Skyfall should be a flop. Imagine paying all that money for a night out and then getting a commercial for your trouble.

I don't mind an out and out commercial playing in place of the cartoon at the movies, but I don't need my favourite characters turned into carnival barkers.

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The advertising industry has realized that people have gotten good at ignoring or avoiding traditional ads. To be effective, you have to find a way to make your advertising unavoidable. Put it in a place where you have a captive audience. Attach it to something people have to use. Or sneak it into entertainment media. You can fast forward through commercials on DVR, but if the commercial is part of the movie you're watching...

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  • Original Poster
  • Ugh. The Coors of Europe. Couldn't they have at least had him drink a good beer?

    Yes, it resembles a certain bucolic product found under or near the rear of a horse. Ian Fleming would never have gone along with this.

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