Lakai Shoes — For Dummies Homage?
Dummies parodies are all over the place. Normally they are mocking. The tone of Lakai’s spring catalog is straight-up. Lakai is so cool and the Dummies brand is so not — Lakai doesn’t have to rib. I would be happy if Lakai, the hottest of the hot, associated with my brand at all. We’ll see what Wiley says.
One of the reasons Lakai is so diggity right now is their movie Fully Flared. The movie’s intro surfaced on the net a couple of months ago, but I just caught up with the whole thing. Amazing. It got me thinking about a couple of things all at once.
First, if you are into music videos, or cinema, or you are a wannabe director, you should watch this movie from start to finish. Same goes for late-to-the-game marketers/creatives. The visual style is exemplary. Spike Jonze was a consultant. You don’t have to be into skating to see how brilliant it is.
Second, I wouldn’t have heard of Fully Flared if it wasn’t for the internet, but sadly the internet has killed this kind of movie. It took four years to make. It is the last of its kind. This kind of movie, with this kind of budget, shot in this kind of way will never happen again.
Third, Andy Nulman has got me thinking about surprise in a new way. I couldn’t help but be surprised when watching the first sequence in this film. The funny thing was, I had seen it before. Different contexts = different expectations = different reactions. If you are a marketer looking to create surprise, I think it would be cool if you could modulate the context to get a new reaction from the same audience. How hard would that be?
You can find Fully Flared on Google video — for the time being.
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