Only an ad agency based in Amsterdam could come up with a commercial this amazing because whoever came up with the idea to make a jeans commercial based on the infamous business card scene in "American Pyscho" had to be f*cking stoned.
|Scooped by Joachim Scholz, PhD|
If you like American Psycho, this one is for you. And if you are interested in how brands become producers of cultural content, this is especially for you.
I am not sure how to call this 6 minute parody of American Psycho / hipster culture yet. Maybe "cinematographic content marketing"? It surely is content marketing, one of the finest and most entertaining examples, as it provides some valuable entertainment instead of pure information and the deepening of mindshare through repition. You could also call it branded entertainment, as this 6 minute video almost reaches short movie format.
However you call it, from a creative perspective this video just strikes the totally right balance in borrowing from an iconic movie and updating it into a new era. What was the Yuppie in the 80s are the Hipsters in the 10s: Both privileged in their lifestyles and obsessed with status consumption. At first, I was irritated that Bateman's famous Phil Collins monologue was replaced by a lecture about the merits of animal-digested coffee beans, but it totally makes sense from two perspectives: First, the furthering of niche interests and cultural consumption / habitus in the hipster culture, and second as a wonderful tie in to the marketing strategy of this jeans outlet to provide a refreshing atmosphere in their stores. You will have to watch the video in order to figure out what I mean by this, because I don't want to take this away from you.