Branded Reviews

The storyline must certainly have been amazing, it starts from the conjecture that it’s all Lenin’s fault, because Lenin was the one who invented marketing. The results are that all brands together form a new kind of totalitarianism that govern our whole life. One man, kissed by fate – or better, literally thunderstruck by fate, because as a child he was stroke by a lightning – finds out how marketing can change the world and how his extraordinary marketing talent only brings misery to other people. After a long exile as far as he can’t find any advertise, the woman he loves bring him back to an unrecognizable Moscow, a branded new world governed by fast foods, where fat is cool and to consume is the only way to happiness. But as I said, he’s special: a voice he hears in a dream describes the ritual that will make him pure, after that he become able to see frightening creatures trying to drag people to shops and fast foods. He understands that his talent may be useful to fight against these forces.
That’s the plot, a little bit too fanciful but since it’s a sci-fi, a dystopia, the bare story was still interesting and the project promising. Maybe when it comes the time to talk about marketing I’m rather biased, I remember when I had to study it I was disgusted by guerilla marketing and all those theories of manipulating people feelings to make them buy. Anyway, I was very intrigued by this movie but the good plot they had became a quite mediocre film in the hands and the eyes of the directors, with some unnecessary exaggerations, nauseating creatures biting each other to death, and a annoying voice-over telling the story like it was a kind of a fable. A half-wasted chance.