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

Steve Hall

May. 23, 2008
1 min read

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.”

Steve Hall

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

Steve Hall

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TRENDING AROUND THE WEB

I retired expecting peace and got restlessness instead – until the morning I stopped trying to replace work with something equally important and just let myself sit on my porch and watch the street like it was the most interesting thing in the world, because that Tuesday morning, it was

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I stopped biting my tongue at family dinners three years ago — and the silence that followed taught me that some people only loved the version of me that never disagreed with them

Global English Editing

I’m 37 and I’ve already learned the hard way that nobody is coming to save you, nobody is keeping score, and the life you’re waiting for permission to start is the one that’s already passing you by while you stand at the door deciding whether you’re ready

Global English Editing

Global English Editing

I’m 73 and I eat dinner alone every night at a table set for one – and the first time I stopped apologising for it and actually enjoyed the silence, I understood something about solitude that most people spend their whole lives getting wrong

Global English Editing

I spent many years thinking my father was emotionally distant because he never raised his voice or showed panic — and then when I got older myself I realized his calmness wasn’t detachment, it was the hardest-won skill he ever mastered

Global English Editing