Fake Lorax Twitter Mocks the Film's Many Marketing Tie-ins

11:30 AM PST 03/02/2012 by Jordan Zakarin
Universal

Illumination's new animated film has its brand everywhere, which has drawn some criticism.

As The Lorax debuts on the screen, there's a Twitter account that's being quite mean.

The computer animated adaptation of Dr. Seuss's 1971 picture book is set for a major opening weekend, but it may feel like it's been around forever. That's because Illumination Entertainment has struck more than 70 different product integration deals -- including attaching its tiny, Danny Devito-voiced orange Lorax to products that don't quite fit the book and film's environmentalist message. Those include deals to promote the gasoline-powered 2013 Mazda CX-5 crossover SUV and a line of disposable diapers, drawing criticism from those both protective of mother nature and Seuss's legacy.

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Now, a new Twitter handle, @FakeLorax, is using Seussian rhymes to mock what it considers an exploitation of the property. Launched late Thursday, it has slowly ammassed followers with its parodying prose.

"I am Fake Lorax. I speak for companies...for companies have no tongues. And I'm asking you, sir, at the top of my lungs -- to buy a Mazda," the account wrote in its first tweet, before later adding, "Happy Birthday Dr. Seuss - Now that you've passed, I'll make some cash. Pretend to like books, hijack your fame, and sell SUVs in your name."

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The dig comes from the film's partnership Mazda and the National Education Association to promote children's reading. Illumination has also made deals for commercials and promotions that sell Lorax-themed IHOP meals, DoubleTree hotel sweepstakes and HP printers.

Directed by Chris Renaud and The Lorax, the film also features voice acting from Ed Helms, Zac Efron and Taylor Swift.

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