Is Your Brand Keeping Up With The Joneses?

Every once in a while a movie comes along that offers audiences the kind of social commentary that’s enough to put the breeze up consumer advocacy groups everywhere. The Joneses is soon to be that film. The film just also happens to be Demi Moore’s new picture. The storyline is that of the “perfect family” who move into an upscale gated community and become the envy of their neighbours.

The twist in the plot is that they are not a family, but employees, “a unit” of a stealth marketing company who through a combination of tryvertising, branded content and viral marketing get others to buy what they have. LOL. The last movie to play with this subject to much acclaim, was Peter Weir’s The Truman Show.

The facade is just that, and the trailer quickly reveals that the Joneses are not really a family — they’ve been planted in the community to sell their lifestyle. I do mean sell: evidenced by the conspicuous product placement (footwear, jewelry, consumer electronics, fashion, cosmetics) designed to be pushed on their friends and neighbors who are jealous of their seeming refinement. Expect strong cameos from Dell, Audi, Nike, Sony and Maybelline . The Joneses will be in cinemas everywhere from 16 April.

Thinking about product placement for your brand? Our agency has some of the most exciting film and television properties available for brand integration in Australia, Japan, UK and the US. Call us today or send us your brief to discuss our engagement on +613 9804 7183.