Quiz 2 - Part 2

Here's a commercial from 1985 for the company Roots Canada. It is a perfect example of what Klein talks about how brands are trying to sell more than just commodities - there selling a lifestyle. Roots sells the beauty of nature, being active and doing sports outside, camping and much of the 'Canadian lifestyle' and its natural beauty. And as journalist Michael Posner says is that 'Roots is less a company than it is a summer camp'. Roots goes from summer camp to branded camp; from lifestyle marketing to the lifestyle itself.

These kind of a pattern is revealed in any big brand name - with Disney we see it in Celebration, its 'perfect' little town, in Nike we see it in its own sports-themed cruise ship and in again we see it in Roots when it launched its own hotel in British Colombia.