Underground: The New Mainstream

Rented Idiocracy. I recommend it, if for nothing else than the movie's running commentary on marketing. Don't expect too much, as it is a satire about a dumbed-down nation, but the many (and brilliant) stabs at corporations were severe enough to cause this movie to have to go underground.

No studio backing for its release. No marketing push. Left to flounder in limited runs in 16 cities, in some cases being billed as "Untitled Comedy by Mike Judge." Then dumped on the DVD market with no publicity, hopefully to die a quiet death. That's what happens when you bite the hands of Starbucks, Costco, Carls' Jr., FedEx, American Express, Fox News and more. People wear disposable logo shirts in the year 2505 and anyone who reads is "a fag."

I hope this movie becomes a cult classic. If not here in the US, I'm pretty sure Brits, Europeans and Aussies will love it for the knife it twists in our easily mocked culture. Good rundown of the mutilated logos at Under Consideration.

Gimme Some Money/Spinal Tap + AmEx

Over the Holidays while watching one of the hundreds of stupid college bowl games, I caught this American Express ad featuring a song I have always liked. AmEx has used Spinal Tap's "Gimme Some Money," a throwaway gem from the film's "flashback" montage of the rise of the ficticious band. (On the subject of bowl games, how about this one for the shameless, lamest prize: The San Diego County Credit Union Poinsettia Bowl? It's time to ban all 6-6 teams from bowl games and end this misery.)



Will anyone who isn't familiar with "the Tap" get this? No. Won't matter. It's not good enough to be used for very long. Feels like AmEx and their agency are just offering a playful wink and a nod to the tail end of the boomer set. Perhaps CP+B made Nigel and Company hip when they featured Chris Guest in a VW/Guitar spot. Next up, Viagra uses "Sex Farm" or Hanes tries "Big Bottoms."