They don't talk about marketing... but they understand it.

Sometimes we think that marketing only lives in agencies or advertising campaigns, but the reality is that it's everywhere... even in films where you least expect it. Here are five recent films that, without being about marketing, use it brilliantly:

1. Barbie (2023)

Barbie is a 2023 fantasy comedy film directed by Greta Gerwig from a screenplay she wrote with Noah Baumbach.

It's not just a film, it's a brand statement. From the aesthetics to the dialogue, Barbie is a living lesson in how a company (Mattel) laughs at itself and, at the same time, reinvents itself.

"We fixed the brand!" - Branding to the max.

2. Glass Onion (2022)

Glass Onion: A Knives Out Mystery is a 2022 American mystery film written and directed by Rian Johnson, and produced by Johnson and Ram Bergman.

An eccentric millionaire, a luxury island and technology with a name. It all screams personal branding. This film reminds us how public image can be built on marketing... even if the idea doesn't make sense.

"It's so dumb it's brilliant!"

3. Air (2023)

Air is a 2023 American biographical sports drama film directed by Ben Affleck and written by Alex Convery.

Here, marketing is the protagonist without it seeming so. The story of how Nike won over Michael Jordan is a master class in storytelling and emotional branding.

"A shoe is just a shoe until someone steps into it".

4. The Menu (2022)

The Menu is a 2022 American horror/black comedy film written by Seth Reiss and Will Tracy and directed by Mark Mylod.

Although it appears to be only a critique of the gourmet world, it also reveals how experience marketing transforms exclusivity into desirability. From the menu to the island, everything is a brand.

Diners pay not just for the food, but for the concept.

5. Wonka (2023)

Wonka is a 2023 musical fantasy film directed by Paul King.

This sweet prequel shows how young Willy Wonka uses his creativity, image and values to launch his brand from scratch. The lesson? Marketing doesn't always need to take centre stage. Sometimes it shines brightest when it sneaks into the script and leaves you thinking after the credits roll.

Your personal story becomes your brand advantage.