In a summer of superheroes how's about we make the hero LESS super?

So far this summer we've had Iron Man, BatMan, the Incredible Hulk and, I think, Hellboy is coming back. And I've likely missed one or two. (Does Indiana Jones qualify as a superhero...or just a super character?)

Granted, these superheroes are not only super, they're also grappling with the responsibilities of being, well, super. After all, being super is a lot on a person--even if you're made of iron, have a smokin' batmobile, came from hell or give new meaning (and green muscles) to the definition of "getting angry".

And now that I've lumped all of those superheroes together, I'm going to turn my attention to the one movie that stands apart.

It's titled Hancock, a not-so-super-of-a-hero movie. (see trailer below, RSS readers click through to the blog to view). Sure, the character can fly and beat people up. But he apparently causes more collateral damage than goodwill. It's not that his character is hung-up on brooding about his lot in life... he's just hung over.

His flaws, which make him more real and less hero, are not his true problem. Apathy is. It makes for sloppy work, warrants for his arrest, a public relations crisis and a personal journey that is exactly the stuff upon which successful movies are made (oh how we love to watch our characters transform their lives.)

And that makes Hancock different than the rest. Different is good for brands and it's very good for stories (and many marketers say a brand is a story). As a result, I suspect this movie will do super at the box office. Time will soon tell. (update: my prediction was right)

Oh, and just to be clear, I'm not advocating sloppy work, apathy or drinking. I'm encouraging "different" thinking because that leads to innovative branding. When you position your brand as far as possible from "all the rest" instead of the "best of all," then all the rest no longer matter. Because you're in your own league now.

And when you're in your own league you're far less concerned with outdoing your competition and far more focused on perfecting your own act. So let the rest be heroes because you're truly super.

Here's the trailer...

Comments

[Andrew B. Clark]

Hi CK!

Again, maybe I read too much into some things, but your synopsis - apathy and the resulting collateral damage caused even in the presence of “great power” - causes me to ask the question, “How can the profile of Hancock be compared to the current perception of America throughout the World?”

Apathy? A little too hung over to care? Wielding great power without forethought?!?

A little deeper than I expected, but I kind of think that way. How ‘bout you?

Keep Cooking!
Andrew

[CK]

@Andrew: Oh don't you ask the good questions. Especially after my previous post on the BEST book of '08 ("The Post-American World", if you haven't yet read it, you must: http://www.ck-blog.com/cks_blog/2008/06/this-marketer-r.html ).

While this post was analyzing how effective branding requires being altogether "different" than the rest (instead of a "variation" of the rest like the other superhero films), I think there are several parallels that can be drawn...and I'll know even more after I catch the film.

PS: As for America's perception? Umm, I'd add "arrogant" and "completely tuned out" to your list. Astonishing where our reputation is right now (which we've sadly earned in spades). Very open to having these convos, much needed. And please do let me know if you read that book--would love your take.

[Shama Hyder]

Okay, CK, so not only will I get marketing advice at this blog-I also get MOVIE reviews. This rocks. : )