Humour Makes Our Values Change.

So the movie sweeping the World is the quite outrageous – and asthma-inducingly funny – Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan.

Unsurprisingly, quite alot of people in the movie are quite angry at him given he blatantly took the piss but they didn’t realise till it was too late.

One group that are particularly upset are a bunch of Eastern Europeans who have found out that Sacha Baron Cohen is earning millions from the flick, while their appearance fee [while admittedly, being pretty good for Eastern Europe] was but a few pounds each.

What we find interesting is that while so many of us get hot under the collar when companies like Gap and Guess utilise ’slave labour’ … we are all seemingly OK with it when it involves film – especially a film where we all laugh ourselves stupid.

Hell, maybe GUESS should just do some ads that make people laugh – then all there problems will simply go away …

So what does this mean in terms of brands and branding …

Well too be honest, were not too sure … but it does seems the ‘values and morals’ that many of us claim to hold dear, can be totally disregarded if it is associated with either blatant entertainment or – in some cases – the ridicule/social-justice of individuals/countries that express a persona that is either arrogant, overly-intellectual or lacking in human decency/empathy. 

In other words, the ‘Robin Hood’ effect … best demonstrated by Virgin and now, Borat.

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