Every Brand Wants Spider-Man
Evian made a Spider-Man commercial where Andrew Garfield chased a tiny Spider-Man through the city. This was the marketing moment—every brand wanted a piece, everything a tie-in designed to be shared and remembered. The Spider-Man films weren’t bad. Garfield had chemistry with Emma Stone. But everything around them was marketing, and at some point you just accepted it. Water selling Spider-Man. That was the era.