The Greatest Movie Ever Sold Page #2

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and makes his living predicting the

next big trends in advertising.

If we were going out to sell somebody

to be a product or brand in the film,

whats that worth?

It depends on how many people you reach,

- Dozens.

- Dozens?

This movie is going to reach

dozens of people.

It would depend how many people you reach,

How do I figure out who I should go after?

I would just go for everybody,

- As long as the check clears,

- Yeah, as long as the check clears,

The one good thing is,

you might be able

to get a lot of the things paid for,

That's a good question,

What are the things we should be looking for

to try and get for free?

I think you might be able

to get a beer brand,

Hotels, air service, computers, car.

You definitely should have a sports car.

What about clothing?

- Yeah! Clothing?

- Can you get clothing?

Yeah, clothing would be easy,

How do I make a company

want to be in this movie?

You start by acknowledging

that you yourself are a brand. Right?

What's your brand collateral?

What are you bringing to the table?

I guess that's what you need to figure out

in terms of making yourself

appealing to them.

How would you guys describe your brand?

My brand?

I don't know like...

I like really nice clothes.

'80s revival meets skater punk.

Unless it's laundry day,

The brand that I am is...

I would call it "Casual Fly,"

If Dan were a brand,

he might be

a classic convertiblr Mercedes-Benz

Part hippie, part yogi, part Brooklyn girl?

I don't know.

Failed writer, alcoholic brand?

Is that something?

I think most Of Hollywood

HHS that Brand Covered.

For me to get any companies on board,

I first need to understand

what Pm offering them.

That's where Olson Zaltman comes in.

By using an intense form of psychoanalysis,

they've helped companies

like Hallmark, Nestl, and Febreze

better understand

what they ca! Their brand personality.

- You brought your pictures, right?

- I did.

The very Hrs! Picture,

is a picture of my family,

So tell me about how it relates

to your thoughts and feelings

about who you are.

These are the people who shaped

the way I look at the world.

Tell me about this world,

I think your world is the world

that you live in.

The people that are around you,

your friends, your family.

The way you live your life, the job you do,

All those things stem med

and started from one place.

And for me, they stemmed and started

with my family in West Virginia.

What's the next one you wanna talk about?

The next one... This was the best day ever.

How does this relate to your thoughts

and feelings about who you are?

It's like, "Who do I wanna be?"

I like things that are different,

I like things that are weird.

I like weird things,

Tell me about the "why" phase.

What does that do for us?

What is the machete?

What pupa stage are you in now?

Why is it important to reboot?

What does the red represent...

Tell me a little bit about that harp.

What is it about you that's not who you are?

- Thank you.

- Yeah, thanks for your patience,

- Great job. Thanks a lot.

- All right.

Yeah, I don't know

what's going to come of this,

There was a whole lot of crazy

going on in there.

The first thing we SSW

was this idea that you had two distinct

but complementary sides

to your brand personality,

The Morgan Spurlock brand

is a mindful play brand.

Those are juxtaposed very nicely together,

and I think there's almost

a paradox with those,

And I think some companies

will just focus on one of their strengths

or the other, instead of focusing on both.

Most companies tend to,

and it's human nature,

to avoid things that they are not sure of,

avoid fear,

those elements,

and you really embrace those,

And you actually turn them into positives

for you, it's a neat thing to see,

WHat other brands are like that?

The First one here is a classic, Apple.

And you can see here, Target, Wii,

MINI from Mini Coopers, and JetBlue,

Now there's playful brands

and mindful brands,

Those sorts of things

that have come and gone,

but 3 playful mindful brand

is a pretty powerful thing.

Awesome,

That's good. That's a good thing,

Now that I know what type

of brand personality I have

it's time to figure out what other companies

would want to be in business with someone

as mindful and playful as myself

Time for a Little brand recon.

Nothing like a cold Cali

to show exactly how little power you have,

This movie is brought to you by Apple Zings,

Crisco. Kenneth Cole, Prada. Paul Smith,

Welcome lo the Johnson & Johnson

Companys world headquarters.

Starbucks Coffee?

Thanks for calling Target Corporation.

Ben a Jews,

Licefreee!

Carmex,

This Elm is brought to you by B complex.

Documentaries are not as seen

as feature Films.

I can't do it. I'm the Director

of Public Relations for Guess,

We will never put Morgan, your average Joe,

on a billboard, ever.

You're making a film about that? OK,

I am.

We would love it for JetBlue

to be the official airline.

What is the greatest car you could drive?

I think it's got to be a Ford.

The Volkswagen.

The Lexus hybrid being the official car.

BlackBerry phone,

Seventh Generation,

Huge fan of Fluevogs,

We got a fax from Volkswagen.

"It is my understanding

that you discussed with our agent,

"DDB Entertainment International,

the possibility of our involvement

"in an upcoming documentary Elm

directed by Morgan Spurlock

"that will explore product placement

in the movies.

"After due consideration,

"Volkswagen Group of America Incorporated

and DDB

"have determined that it is not

in Volkswagen's best interest

"to be involved in this documentary

in any manner. In any manner. "

Diet Coke. Levi's,

Be stupid, Diesel.

It's not something that we do.

Think how great it would be.

The Greatest Movie Ever Sold video game.

We're just unable to participate.

What about if in the film,

we had either a cowboy

or an animated came! Smoking your brand?

My response is, we really don't wanna

be in the Elm.

I mean, it doesn't sound like a movie

that I would be excited about going to,

Right. So why wouldn't you want

to go see this movie?

It goes against everything that we do,

What if we loaded it with nudity?

Yes, that would help.

Indian Vegetable Korma

The official grandpa slipper,

I've got too many other things

to think about.

Can we please get Mane 'n Tail

to be the sponsor?

If it's good enough for your horse,

it's good enough for you.

Mane 'n Tail.

I want this. This is the best.

You gotta love a product that says,

Directions for human use. "

And then, it says,

"Directions for animal use,"

Smells like a pretty horse,

We're calling Mane 'n Tail.

Hey Morgan, its Richard.

I've got some great news,

It looks like we have a client

who would love to hear your pitch.

Give me a ca! Back.

It's our first big pitch, with a real brand.

Richard Kirshenbaum

hooked the whole thing up

with one of his clients.

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