Keeping Up With the Joneses, and Their Clients
No matter the budget, when brainstorming for a client the eager minds at Mr Youth always start by thinking BIG. We toss around ideas of wild, dream executions to introduce or promote a brand, imagining that money is no object. (“Let’s send one person from every single country to the 2010 World Cup!” or “Let’s build the world’s largest piñata!” –don’t laugh, it’s been done! Well, sorta.)
Typically, reality sinks in quick and we regroup to develop a program that has the same strategic and creative chutzpah our client wants, but that fits more in line with their proposed budget and timeline– to sparkling and dynamic results, no less!
Derrick Borte’s new film, The Joneses, presents a concept that sounds as far-reaching as some of our initial wild and crazy marketing ideas. Embed a fake, envy-inducing family into a wealthy, materialistic neighborhood, outfit them with all of our clients’ newest and hottest products, and get them to get their “neighbors” to want it all? GENIUS… maybe.
The concept here is compelling on a few levels. We know for a fact that consumers trust the opinion of their family, friends (and in this case, neighbors) more than any claim a company itself can make. The Joneses may have something to say about how far some brands are willing to go to get you to buy what they’re selling. Is this an example of word-of-mouth gone too far? Are you swayed by strategic product placement as much as some brands are hoping you are?
Watch the trailer and let us know:
Tags: advertising, Consumer 2.0, marketing, Trends
This entry was posted on Friday, April 16th, 2010 at 12:55 pm and is filed under Entertainment, Random, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
April 16th, 2010 at 5:00 pm
Nice post, definitely an interesting concept for a movie. Looks like Hank Moody has calmed down a bit.
April 16th, 2010 at 10:50 pm
I love the connection you made between the new movie of “Keeping Up with the Joneses” and product placement/consumer marketing. I wonder though – trying to keep up with the joneses as saying goes could be good for people in social media and marketing in general by pushing them to be more creative and surpass what the joneses come up with.
As far as consumer product placement I don’t think I get swayed as much as companies would like. It depends on how subtle and creative companies get.
April 17th, 2010 at 4:16 pm
Nice!Just bookmarked this site!Love Grown Up Thinking by Mr Youth
April 17th, 2010 at 4:46 pm
Solid article. I can’t retrieve of the satisfactory words to distinguish it, “Good article” appears so unoriginal. You are so true in every word you state.
April 20th, 2010 at 12:01 am
I just installed an in-wall computer in my bathroom with a pull out keyboard tray and, with all do respect, this is the first blog I read while taking a number 2. This is getting bookmarked because it will always have a place in my heart, and bathroom.
Thanks for the great read.
April 20th, 2010 at 3:20 am
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April 20th, 2010 at 3:28 am
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Your blog is right up my alley on something new to me. Great post! Thanks.
April 20th, 2010 at 11:38 am
@Isidro Korol >> I am truly honored. Truly.
April 20th, 2010 at 12:14 pm
I saw the preview for this before, and I wondered if real companies were going to use the movie to promote their products? Like the cell phone in the trailer, is Samsung or LG thinking about taking this opportunity to place their latest gadget in there? It seems like the perfect opportunity to do so, this movie seems like it could be one big cluster of commercials!