This week Bangkok Dangerous dropped from the top spot like an investment bank on Wall Street. In its place, the Coen brothers’ film Burn After Reading opened at number one in the US box office. This film, set in Washington, DC, and northern Virginia, is loaded with brands and guns as CIA agents and gym employees become intertwined in a hilariously convoluted series of developments that lead to intrigue, violence, promiscuity, and brandcameos. Spastic health nut Chad Feldheimer (Brad Pitt) loves the company of his iPod and Jamba Juice while staking out the house of Osborne Cox (John Malkovich), an alcoholic ex-CIA agent who drives a metaphorically appropriate beleaguered diesel Mercedes. As the drama increases and the degrees of separation among the characters dwindle, the bloodshed rises and the meaning of it all becomes muddled in a familiar Coen-esque unraveling of personalities amid tightening storylines.
Several sports brands associated with the Hardbodies Fitness complex make brandcameos, such as Everlast Boxing and Apparel, New Balance and adidas. Also, the usual technology brand suspects make appearances, from Apple and Nokia to Motorola and Microsoft, which the characters—many brought together by the website bewithmedc.com—use in the form of laptops and cell phones.

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