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The first time I watched Mike Judge’s Idiocracy, I felt much the same way I felt when I watched his Office Space for the first time. I laughed myself stupid, and then I realized, this is a whole lot truer than anyone wants to give it credit for. Indeed, watching the idiots slowly take over the world over the course of five hundred years in Idiocracy felt much like watching the jargon-spewing idiots of Office Space slowly take over the corporations of the world in a whole lot less time.

But Put Them Together….

And while I was screaming about the unchecked evil of today’s modern corporate nation-state, I found out something that just derailed the whole train of thought. Someone was actually releasing to the public the drink Brawndo, The Thirst Mutilator.

What may not surprise you is that the guys who actually went to the trouble to license Brawndo from Mike Judge and release it to stores are the same guys who got hit with avalanches of bad press and lawsuits for releasing an energy drink called “Cocaine”.

Chee. Zee.

Listening to their press releases dither on about “cult followings” and “brand imaging” and the like all boils down to the same thing—these guys are best described as raging attention whores and they’re trying to find something, anything, to get them out of Red Bull’s shadow. Perhaps the worst part is so many people are in fact paying attention–their web site is jammed to the gills with pop culture pundits talking about it. I’m really rather offended that they used indie filmmaking to do it but I guess that’s one of the prices you pay for becoming culturally relevant.

And I’d sooner indie filmmaking be culturally relevant and encouraged rather than not have to suffer sleazy product attachment.

But to get better acquainted with Office Space, Mike Judge’s earlier work, play the Office Space trivia on Kwanzoo; preferably before Office Depot hijacks Milton to promote its new line of staplers.

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