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I got really high one night and had a thought about this, but I don't know how stupid it sounds.
Capitalism practices animism for brands and products. Doing these movies is them attempting to bestow soul onto the brands and bring them to life beyond their material use as a product. I saw the poster for Sneaks and that's what set this off in my head. Sneakers are alive and have their own lives. They are your friends. They help you play sports. It's part of the mysticism of material forces that capitalism must carry out in order to justify its existence from a moral and even spiritual standpoint.
Then you go back and look at all the times colonists destroyed entire cultures who deeply believed in animism of nature. That was considered uncivilized. But then they need to do it with products. So you don't get a world of civilized capitalism, you get the animism but it's directed toward production rather than existing outside of it.
Is this commodity fetishism?
