''Branded'' (also known as ''The Mad Cow'' and ''Moscow 2017'' (''Москва 2017'' in Russian)) is a 2012 Russian–American
dark fantasy science fiction film written, produced and directed by Jamie Bradshaw and Aleksandr Dulerayn. It was released on September 7, 2012.
Plot
In early 1980s
Soviet Union
The Soviet Union,. officially the Union of Soviet Socialist Republics. (USSR),. was a List of former transcontinental countries#Since 1700, transcontinental country that spanned much of Eurasia from 1922 to 1991. A flagship communist state, ...
, young Misha Galkin looks up at the night sky and sees the stars shift into a cow-shaped constellation which turns to look at him. Moments later, he is struck by lightning. A woman who examines him afterwards comments that he will have an interesting life. Over the following years, Misha uses his natural skills to become an important marketing executive, receiving his big break when he meets Bob Gibbons, an American hired to spread Western brands in post-Communist Russia. When Bob's niece, Abby, visits from America, she and Misha begin a relationship, against Bob's wishes. They discuss the history of modern marketing, which Misha claims was invented by
Vladimir Lenin
Vladimir Ilyich Ulyanov. ( 1870 – 21 January 1924), better known as Vladimir Lenin,. was a Russian revolutionary, politician, and political theorist. He served as the first and founding head of government of Soviet Russia from 1917 to 1 ...
, and Communism as the first true global brand.
Meanwhile, on a private
Polynesia
Polynesia () "many" and νῆσος () "island"), to, Polinisia; mi, Porinihia; haw, Polenekia; fj, Polinisia; sm, Polenisia; rar, Porinetia; ty, Pōrīnetia; tvl, Polenisia; tkl, Polenihia (, ) is a subregion of Oceania, made up of ...
n island, marketing guru Joseph Pascal meets with fast food company executives to discuss a plan to make the industry profitable again. They plan to change public perceptions of beauty and "make fat the new fabulous."
Misha is hired to promote a new reality TV show, "Extreme Cosmetica", in which an overweight woman will undergo plastic surgery to become thin. After the first operation, a woman falls into a coma and the public turns against the show, as well as the glorification of thin body types. Misha becomes the scapegoat for the failed project and is swarmed by protesters before being beaten by police and arrested. Upon his release from jail, he confronts Bob; Misha has realized that the show and the woman's coma were orchestrated by fast food companies, such as "The Burger". Bob denies the accusations, claiming that such a plan would require too many resources. Misha and Bob fight and Bob has a heart attack. Feeling guilty for his role in the fate of the "Extreme Cosmetic" contestant, Misha leaves Moscow and withdraws from modern society; he believes his marketing powers are a curse.
Over the next six years, the "fat is fabulous" campaign is successful; most people are overweight and advertising images now focus on this change in perception of the ideal body type. Misha dreams that he performs the
Red Heifer ritual, sacrificing a red cow and bathing in its ashes. When he wakes, he discovers that he can see strange creatures that appear to be the embodiment of marketing brand desires. They cling to people's necks and no one except for Misha can see them.
Abby tracks Misha to a rural community where he lives as a simple cowherd. She takes Misha to her Moscow apartment where she reveals that Bob left her a substantial inheritance and that she and Misha have a six-year-old son, who is overweight and loves many junk food brands. Misha, distressed by his visions and disgusted with the rampant commercialism around him, impulsively destroys Abby's apartment. Abby is frightened by this behavior and leaves, taking their son with her.
Misha plans to fight the branding creatures by using their own methods. He returns to his old company and uses fear based marketing to make customers turn on the world's major brands, beginning with an anti-beef scare that turns people away from "The Burger" and towards a vegetarian Chinese restaurant chain, "Dim Song". Branding creatures fight and destroy each other throughout the city. Public opinion turns against marketing in general and the
Russian parliament
The Federal Assembly ( rus, Федера́льное Собра́ние, r=Federalnoye Sobraniye, p=fʲɪdʲɪˈralʲnəjə sɐˈbranʲɪjə) is the national legislature of the Russian Federation, according to the Constitution of the Russian F ...
considers banning all advertising.
Alone in his office, Misha leaves a phone message for Abby, asking for her forgiveness. Abby arrives at his office but the building is suddenly raided by anti-advertising protesters who assault the employees in the building. Misha is struck in the head as he attempts to escape with Abby. An emergency broadcast on television states that Russia and other nations have agreed to ban advertising as Misha lays on the floor, bleeding.
Some time later, Misha wakes in the hospital and plays with Abby and their son. In the same hospital, the "Extreme Cosmetica" woman awakens from her coma and wanders into the streets to see an advertisement-free
Moscow
Moscow ( , US chiefly ; rus, links=no, Москва, r=Moskva, p=mɐskˈva, a=Москва.ogg) is the capital and largest city of Russia. The city stands on the Moskva River in Central Russia, with a population estimated at 13.0 millio ...
and a skyline free of billboards.
Cast
*
Ed Stoppard
Edmund Stoppard (born 16 September 1974) is an English actor. He is the son of playwright Tom Stoppard and doctor Miriam, Lady Hogg.
Life
Stoppard was born on 16 September 1974 in London, England, the son of playwright Tom Stoppard and Miriam ...
as Misha Galkin
*
Leelee Sobieski
Liliane Rudabet Gloria Elsveta "Leelee" Sobieski (born June 10, 1983) is an American artist and former actress. She achieved fame in her teens with roles in films such as '' Deep Impact'', ''Eyes Wide Shut'', '' Joy Ride'', '' Here on Earth'', a ...
as Abby Gibbons
*
Max von Sydow
Max von Sydow ( , ; born Carl Adolf von Sydow; 10 April 1929 – 8 March 2020) was a Swedish-French actor. He had a 70-year career in European and American cinema, television, and theatre, appearing in more than 150 films and several television ...
as Joseph Pascal
*
Jeffrey Tambor
Jeffrey Michael Tambor (born July 8, 1944) is an American actor. He is known for his television roles such as Jeffrey Brookes, the uptight neighbor of Stanley and Helen Roper in the television sitcom ''The Ropers'' (1979–1980), as Hank Kings ...
as Bob Gibbons
*
Ingeborga Dapkunaite as Dubcek
*
Rachel Davies
Rachel Davies is an English actress. She has numerous television credits to her name, including ''Boon'' (1986), '' A Little Bit Of Lippy'' (1989), ''Emmerdale'' (1993–94), '' Band of Gold'' (1995–96), '' Hillsborough'' (1996), and '' The Ch ...
as The Cow
Release
The film was released in America on September 7, 2012 in 310 theaters.
Critical response
The film received predominantly negative reviews. Charlie Jane Anders of
io9.com
''io9'' is part of Gizmodo media since 2015, and it began as blog launched in 2008 by Gawker Media. The site initially focused on the subjects of science fiction, fantasy, futurism, science, technology and related areas but over the years ha ...
declared that "everything you've heard about ''Branded'' was false advertising," complaining that the trailers made the film appear to be "a weird, surrealistic version of ''
They Live
''They Live'' is a 1988 American science fiction action horror film written and directed by John Carpenter, based on the 1963 short story "Eight O'Clock in the Morning" by Ray Nelson. Starring Roddy Piper, Keith David, and Meg Foster, the fil ...
''" but "unfortunately, instead of a fun monster movie, ''Branded'' is a truly dreary lecture on late-stage capitalism, in which logic basically goes out the window." Robert Abele of the ''
Los Angeles Times
The ''Los Angeles Times'' (abbreviated as ''LA Times'') is a daily newspaper that started publishing in Los Angeles in 1881. Based in the LA-adjacent suburb of El Segundo since 2018, it is the sixth-largest newspaper by circulation in the U ...
'' described the film as "convoluted and pretentious... so packed with ideological pretension and forced whimsy it has no time for characterization or cohesion, despite its scrappy use of post-Communist Russia as ground zero for capitalism's next nightmare scenario."
Lucius Shepard
Lucius Shepard (August 21, 1943 – March 18, 2014) was an American writer. Classified as a science fiction and fantasy writer, he often leaned into other genres, such as magical realism.
Career
Shepard was a native of Lynchburg, Virginia where ...
, admitting he did not understand the story fully, wrote that he wanted to sue the filmmakers "for defamation of the senses," adding, "Not since ''
MST3K'' went off the air have I watched a movie so lacking in basic competence and craft." He acknowledged, "''Branded'' is also a satire, though it undergoes drastic and abrupt shifts in tone that suggest a more dramatic production." In one of the few positive reviews, Andy Webster of ''
The New York Times
''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...
'' called the film "ambitious", observing that "Madison Avenue is going to hate ''Branded''."
References
External links
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* {{Mojo title, branded, Branded
2012 films
2010s science fiction thriller films
Films about advertising
Films scored by Eduard Artemyev
Films set in Moscow
2010s Russian-language films
Russian satirical films
2010s English-language films
English-language Russian films
American satirical films
Films shot in Bulgaria
Roadside Attractions films
Russian science fiction thriller films
American multilingual films
Russian multilingual films
Films set in 2017
2012 multilingual films
American science fiction thriller films
2010s American films