More and more brands are starting to jump on existing content to use its connection with an audience to portray or communicate there message... Valid some may seem, others bastardise historical creative genuis in the name of corporate profits. There is no great solution, and I would always hope the designers/owners of a show would not just sell out for the numbers but think in more depth about the connection and what it says for them, as much as what it says for the brand attaching themselves to it...
This is also an interesting, for creative direction as content is there already and potentially restrictive. The key for me when brands make these connections in an engaging way is to look as much to a new idea with an existing box as possible and not just re-purpose in a lazy manner...
If you get a chance, have a look at the
Specsavers MSN take over, its live now and I think, its a good weight between engagement and connection between the existing charactisation and the brand that is on the band wagon. (Use IE for this).
Happy Friday all
