What does a mascot say about a brand? Do manly brand mascots convey qualities that build consumer confidence, likeability, and trust? See if you can identify these brand icons and the product each represents. Then consider what attribute they evoke – tough, unflappable, suave, protective, devil-may-care, jovial, helpful, fearless — and decide whether he is the right guy for the job. See answers after the jump.
“Logorama,” which won this year’s Oscar for Best Animated Short Film, is a movie made up entirely of logos. Remarkable in itself, this award is testament to the fact that logos have risen beyond tools for brand marketing and have become the most recognizable images of pop culture around the world. Written and directed by H5’s Francois Alaux, Herve de Crecy and Ludovic Houplain, “Logorama” is a 16-minute animated crime story that takes place in Los Angeles (where else?). Brand logos not only comprise the landscape, they are the heroes and villains of the film. The plot, which has shades of Tarantino’s “Pulp Fiction” gone seriously awry, revolves around a curvaceous Esso girl, a sinister Ronald McDonald, Michelin men cops and a dapper Mr. Pringles, with cameo appearances by more than 2,500 logos and corporate brands. At a time when brand advertisers pay huge sums of money to sneak their product into the scene of a feature film, even for a few seconds, “Logorama” turns the concept of brand placement on its ear.