Because it’s Wednesday:

So I am not a Trekki or actually a fan of Sci-Fi (matter of fact i find it quiet boring) but this remake is visually a great example of excellent retro re-branding.



The new Star Trek film goes back to the original series (the Coke classic if you will), distancing itself from the ever more portly original cast and more recent but less distinctive “new generations” of the brand.

With retro branding still a hot trend, the film’s marketing shows an inspiring approach which breaks with the familiar “dig out the old artwork” retro formula we see applied to revamps of confectionery and perfume brands. Rather than exploiting nostalgia for the original with 60’s inspired art direction, it has taken the core visual equities and brought them bang up to date: thus the potentially kitsch Starfleet badge is being used in the manner of a Nike tick, and the easy on the eye cast are presented photographed like Beckham selling aftershave. The conventional retro approach celebrates the past in a slightly tongue in cheek manner, but this campaign doesn’t play for easy laughs, and the result is something sharper and more relevant.

It is also a decent example of a film which aims for broader appeal than the original, devoted fanbase. As satirical website The Onion has it “Trekkies bash new Star Trek film as fun, watchable”.