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Film Studies 101
Feature
Ask The Expert: Which In-Movie Ad Would Make It In The Real World?
A top creative analyses the best (and worst) of in-movie marketing

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DAVID 8

Movie: Prometheus (2012)

Even before Prometheus hit the big screen, the substantially creepy David 8 (Michael Fassbender), subject of this fake Weyland Industries commercial, was giving us that ants-under-the-skin sensation. This viral ad expanded the world of the Ridley Scott's film to show how Davids might be sold to the public, suggesting a clear gap in the market for flower-sniffing, Laurence Of Arabia-obsessed psycho droids. It wouldn't, stresses Yorke, shift many units these days.


THE
EXPERT'S
VIEW
"If you were selling David to a consumer you wouldn't show him in a plastic bag – that's just creepy. People are being sold iPhones with Siri on them, [so] it's not a giant leap forward to put that into a moving object. We're already packaging technologies to make them palatable. Does this do a good job of humanising David? No, but it sets up the character and makes you suspicious and scared of him. But even in an imagined future where David is a viable product, you wouldn't sell him in this way. It's too clinical. If people allow something that appears to be human into their home, [an advertiser] is going to work even harder to make it seem normal, safe and useful. David, here, is sold very much on the fact that he's an emotional being. As a consumer, what use is an emotional being to me? It's a beautiful piece of communication but it's not seriously trying to sell us David."

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Have Your Say
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Your Comments

1
I've had the "Pizza Guy" jingle that Billy Crystal wrote in City Slickers stuck in my head for decades now... for all that it nearly got him fired, it was awesomely effective! More

Posted by kevtiggersmith on Friday April 11, 2014, 22:58

2
I'd buy that for a dollar. More

Posted by Himself on Thursday April 10, 2014, 23:51

3 What, no "Total Recall"?
"For the memory of a lifetime, Rekall, Rekall, Rekall..." More

Posted by Pssyche on Monday April 7, 2014, 07:33

4
You forgot Fruity Oaty Bars! :-) More

Posted by opera_jedi on Thursday April 3, 2014, 14:02

5
Or The Mattress Man... More

Posted by rjgraham on Friday March 28, 2014, 21:52

6
I was hoping to see 'Maury's Wigs' from Goodfellas. More

Posted by DancingClown on Friday March 28, 2014, 16:08


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