Rolex, Benz, & Tommy... protecting their trademarks from American Psycho
A trademark is an asset, and some brands protect theirs from the wrong crowd.
A trademark is not just a logo—it's a powerful asset, and many brands go to great lengths to protect theirs from associations with the wrong crowd. American Psycho (2000), the controversial film based on Bret Easton Ellis' 1991 novel, became a cultural phenomenon that captured the excess and moral decay of 1980s Manhattan. The film follows Patrick Bateman, a wealthy, narcissistic investment banker whose penchant for violence starkly contrasts with his obsession with status and luxury. Amid its biting satire of consumerism, materialism, and societal collapse, American Psycho features numerous luxury brands, which were intentionally chosen to underscore the film's themes. However, many of these brands resisted appearing in the movie—a decision that speaks volumes about the power of brand image and the delicate balance between commerce and art.
The trademark implications of these rejections are significant. Trademarks represent much more than just logos—they embody a brand’s identity, reputation, and market perception. For high-end brands, their trademarks symbolize trust, quality, and luxury. Being associated with a character like Patrick Bateman, whose violent and morally corrupt behavior runs counter to the values these brands uphold, could have severely damaged their public image. Brands understand that such associations can tarnish their carefully cultivated identities, which is why some chose to distance themselves from the film entirely.
The responses from the brands varied. Tommy Hilfiger was firm in his refusal, Rolex and Mercedes-Benz offered a more subtle rejection, while American Express allowed the use of their cards despite not formally sanctioning it.
Tommy hilfiger: a hard no
Tommy Hilfiger was unequivocal in his decision to avoid any association with American Psycho. In interviews, Hilfiger expressed discomfort with the film’s dark portrayal of wealth, consumerism, and violence, particularly the way the protagonist, Patrick Bateman, embodies a superficial, morally bankrupt materialism. Bateman’s obsession with designer brands, including Hilfiger’s, would have linked the brand to the character’s disturbing behavior, which Hilfiger wanted to avoid. The designer explained that distancing his brand from the film was an effort to protect its wholesome, classic American image. In response to Hilfiger’s refusal, the film’s costume designers outfitted Bateman in pieces from Armani, Brooks Brothers, and Versace.
Rolex & Mercedes-Benz: A Soft "No"
In both the novel and the film, Bateman’s Rolex and Mercedes-Benz are essential status symbols that speak to his wealth and obsession with image. In the book, Bateman’s Rolex is described in obsessive detail, underlining its role as a prized possession. However, in the movie, the brand is never explicitly named or displayed; instead, a generic watch design resembling a Rolex is used. Similarly, while Bateman is depicted as driving a Mercedes-Benz in the novel, the film downplays this association. Mercedes-Benz reportedly declined to feature their cars in American Psycho, so Bateman is seen driving a luxury car without any specific branding.
American Express: A Grey Area
Bateman’s obsession with status extends even to his American Express platinum card, which is prominently featured in the film. However, despite its screen time, American Express did not officially sanction the use of their logo. The company reportedly allowed the card to be shown but distanced itself from the film’s controversial content, choosing not to publicly endorse its inclusion.
THE PSYCHOLOGY BEHIND YOUR MARK
The reluctance of these brands to have their logos displayed in American Psycho wasn’t just about avoiding the violent and morally ambiguous nature of the film. It was a strategic move to protect their carefully crafted identities and trademarks in a world that was becoming more aware of the hypocrisy, excess, and lack of substance in our culture. As trademarks are not just legal protections but also representations of brand values, these companies understood the potential damage an unwanted association could cause.
Christian Bale as Patrick Bateman in the film adaptation of ‘American Psycho’ © Alamy