'Rush Hour' Director Launches Brand Consultancy, Uses Idol Finalists as Guinea Pigs

Brett Ratner, the director who gave us X-Men: The Last Stand and the Rush Hour trilogy, has launched Brett Ratner Brands.

Less an agency than a "consultancy," Ratner aspires to marry brand messages to pop culture.

His first such effort was for Guitar Hero. During the American Idol finale this week, two ads appeared -- one with Idol finalist David Cook in briefs, lip-synching to Old Time Rock 'N Roll, the other with David Archuleta in boxers, following suit, Risky Business-style.

Ratner said he wants to make ads "everybody wants to be in." His models include "Got Milk," HP's "Hands" and iTunes' "Celebrity Playlist."

by Angela Natividad    May-23-08   Comments (2)   
Topic: Agencies, Brands, Campaigns, Commercials, Television, Trends and Culture