A Brand Jam column highlighting strategies in innovation and consumer engagement.

This edition looks at two global brands using entertainment properties to tap adults’ pop culture awareness and urge to play.

Aston Martin x James Bond x Lego

The most widely reported story in the world of brand innovation weeks ago was undoubtedly Lego’s release of a 34cm Aston Martin DB5 model straight from the fleet of Her Majesty’s Secret Service.

Appearing under Lego’s adult-facing Creator imprint, the 1,290-piece set is a treasure chest for movie buffs, car fans and the inner boy of millions more. The fully working model delves deep into the cult of James Bond, arriving packed with hidden extras, including revolving number plates, wheel-mounted tyre scythes, front wing machine guns and Goldfinger’s famous ejector seat. Lego needed to buy two licenses to make this product happen but knows that, for an obsessed audience, authenticity is priceless.

Ultraman x Omega x Fratello Watches

Last year produced the amazing debut of Omega’s #SpeedyTuesday watch. It was a remarkable product for many reasons, not least by Omega’s decision to take a direct-to-consumer route, its acute sensitivity to the ideals of obsessed consumers, and the rampant demand that met its release.

Last month Omega revisited the #SpeedyTuesday phenomenon, releasing a special reissue of its original Speedmaster Moonwatch, replete with vintage logos and deeply encoded references to the 1970s TV series, Return of Ultraman. It’s a story set out in rich detail on the product’s landing page.

Readers of the Fratello Watches blog know of Omega’s connections to the cult Japanese TV series, but the brand’s commitment to bringing new layers of rarity and pop culture intrigue to an already fascinating watch makes it truly compelling. The market agreed, with the 2,012-piece edition of €6,020 watches selling out on pre-order in precisely 1 hour, 53 minutes, and 17 seconds.