Monday, August 23, 2010

The Joneses: Selling "The Perfect Family" Brand

I just watched this a little known movie from 2009 called the Joneses.

It's about the "perfect family" that move into a new neighborhood- except it turns out that they are not a real family. They are simply a new marketing vehicle used by companies to market products.

"They're not just living the American Dream. They're selling it."

Word-of-mouth advertising has always been one of the most effective. 

Opinion leaders are the new big thing in marketing. 

It has given rise to all sorts of new marketing techniques: whether it be the celebrity casually wearing a certain brand, or bloggers that get free goods to try and write about their opinions.

This movie takes it one step further, by posing the idea that an "average family" using their "cool factor" for marketing. An innovative, albeit slightly scary idea. 

What do you think?

Is this our future here? 


  1. I think it could be part of our future... For years experiential marketers have been using plants in clubs, at gyms and in other key places where vulnerability in terms of wanting to look 'cool' is high. I don't know if it's the kind of future I would want to live in - never quite being sure if the people around you, friends (maybe even family) are genuine. I'd like to think there would be some kind of revolt, that people would come to despise this type of marketing so much that it would only become used by the likes of those who use pop up/pop under ads today. But of course that could only be possible if these types of marketers were to slip up and get caught - and get caught often.

  2. I love my brand names! I'm a brand name whore! Interesting blog though!