Late last year, we had a lot of questions about Brawndo, the fake sports drink from Mike Judge’s Idiocracy, made real by a company called Omni Consumer Products. Among those questions: Why would FOX throw their support behind the drinkable spinoff of a film they were barely willing to release? Is Omni Consumer Products, the company responsible for getting Brando on the shelves, a “real” company, or is it an elaborate Robocop joke? Finally, five months later, Rob Walker answers all those question (and more!) in the New York Times magazine:
[Brawndo] happened not because of a movie-studio marketing brainstorm. (Twentieth Century Fox released the film briefly and without much enthusiasm in 2006 before tossing it to the DVD market, where it has gained a cult following.) It happened because of an Idiocracy fan in Oakland named Pete Hottelet. A graphic designer with very particular pop-culture tastes, Hottelet has started a business devoted to bringing to life certain products from movies. His business is called Omni Consumer Products, a name borrowed from the fictional megacorporation in Robocop. In addition to Brawndo, Omni has acquired from Paramount the license to market Sex Panther, a made-up cologne from the Will Ferrell vehicle Anchorman (“150% More Awesome Than Any Other Cologne. Ever.”).
Read the full story here, or click through for the Times‘ Rob Walker’s attempt to make sense of it all, after the jump.
Above: John C. Reilly, in character as Dewey Cox, performs Amy Winehouse’s “Rehab.” I still think Walk Hard looks terrible, but I have to admit, he’s got the hip swivel down… [Via The Playlist]
OMG, it IS real! The A.V. Club taste tests Brawndo: “I can’t see slamming one of these, or even drinking more than one a year, but it beats the flavor of most energy drinks. And you’re doing your part to help the world of forgotten film with every can.”
Whitney at Pop Candy points out that Strange Culture, my favorite doc from Sundance 2007, is premiering on the Sundance Channel tonight at 9:35 ET. I’ve written about the film here and here.
On Friday, Danny Leigh at the Guardian linked to and excerpted from my post about Brawndo, the fictional scourge of mankind from Idiocracy, which Fox has allegedly inked a deal to produce as a real-life energy drink. Admittedly, the story does seem a little too future-world-y, irony-oblivious, Baudrillard-rolling-in-his-grave-y to take at face value, and the Guardian commenters expressed doubts.
“Er, hang on a second, is Brawndo really really real?” asked commenter JohnCooperClarke. “Have a look at the manufacturer listed at the bottom of the page - it’s Omni Consumer Products. From Robocop. A fictional big nasty corporation. Mind you, I had to Google to make sure that somebody hadn’t opened a real OCP…”
Remember last week, when I told you about how Fox had struck a deal to produce real-life Brawdo, the fictional energy drink that threw the Earth into chaos in Idiocracy, a film that Fox barely released and all but refused to promote? That energy drink now has a website (emblazoned with the Fox logo, natch) and a commercial, embedded above. You can even add Brawndo as a friend on MySpace (preferred, to complete the corporate circle) or Facebook.
So, to recap: Fox wouldn’t support a film about Brawndo, the energy drink that destroys plants, debases the human race, and makes those who drink “win at yelling,” but they are now putting wholehearted support behind the actual drink, which they’re attempting to sell to social network junkies without a trace of a reference back to the film. To be fair, I’ve seen the movie, and as far as I can tell, it didn’t exactly feel “like having sex with a tractor trailer in a parking lot.” So I’m going to give Fox the benefit of the doubt on this one.
We’ve had a bit of trouble getting this episode to go through the iTunes feed, so we hope this re-post will fix the problem. The original post, with episode description and embedded player, is here.
filmcouch-114
Late last year, we had a lot of questions about Brawndo, the fake sports drink from Mike Judge’s Idiocracy, made real by a company called Omni Consumer Products. Among those questions: Why would FOX throw their support behind the drinkable spinoff of a film they were barely willing to release? Is Omni Consumer Products, the company responsible for getting Brando on the shelves, a “real” company, or is it an elaborate Robocop joke? Finally, five months later, Rob Walker answers all those question (and more!) in the New York Times magazine:
