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Advertising by Association

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This book is for The Birds

"Despite the explicit marketing tie-in ("From the studio that brought you Shrek"), both [Sinbad: Legend of the Seven Seas and Spirit: Stallion of the Cimarron] are traditional hand-drawn cel animation with nothing to connect them to Shrek in look or in spirit."
Steven D. Greydanus, Decent Films

When a creator is maybe not prominent enough to carry a title on their own, but their work is popular and/or widely loved enough to mean something, the promoters of their latest project will highlight their track record to sell this new thing to people. Sometimes it does give the audience some clues as to what they might expect — a signature line, a Creator Cameo, other tropes said creator is known to utilize. Exceedingly common in literature, with the cover frequently advertising something akin to "from the New York Times bestselling author of Insert Book Here." Other common promotions include "by the bestselling author of the book that was made into a successful movie" or even "by the author of the bestselling franchise, of which this book is the next installment".

Can lead to Director Displacement in films and television when the "creator" is a producer — as this name immediately becomes associated with the work, people not bothered to look any further than promotional material will only know them as the creator of it and perpetuate both the displacement and the future of works being promoted by their name as they become more spoken of.


Sometimes may be used as a way to Polish the Turd.

May take the form of:

  • From the writer/director/creator of...
  • From the studio that brought you...
  • From the producer of... - Some people take this as a sign that they had nothing else to sell the audience on than "the guy who said Yes to this film also said Yes to this other film".
  • From the Award Winning creator of... - For when they really want to highlight the creator's prestige.
  • From the maker/s of... - They did something important on that film, had a little involvement with this one.

Compare Billed Above the Title (where the Creator's name is displayed more prominently than the title of the work), He Also Did (for when the work is incredibly out of genre for the Creator, but it isn't necessarily advertised), Product Placement (where products are advertised by their inclusion in a work), In Case You Forgot Who Wrote It (where the Creator's name is part of the title or Tagline), Preview Piggybacking (where a work advertises an included preview for a much more anticipated work). Contrast Competing Product Potshot.



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Straight Examples:

    Anime & Manga 

    Comic Books 
  • The Ultimates: In-universe, Nick Fury hired Stark for the Ultimates for his incredible Iron Man armor, but also because of his huge popularity, and how some of it could be borrowed by the Ultimates initiative.

    Films — Animation 
  • David Kirschner
    • Advertisements for the film Once Upon a Forest said it was "from the creator of An American Tail". This was possibly done to mislead people into thinking it was a Don Bluth film, which it wasn't; David Kirschner produced both films (and came up with the initial idea for An American Tail).
    • Some of the trailers for The Pagemaster also said "From the creator of An American Tail" at the beginning. It was also produced by Kirschner.
  • Many second-rate CGI movies are often labelled as "from the producers of Shrek". That producer in question is John H. Williams, who also produced Valiant, Happily N'Ever After and Space Chimps.
  • Coraline was promoted as "From the director of The Nightmare Before Christmas", leading many people believe that the movie is by Tim Burton. Actually, it's Henry Selick who directed both movies, and Burton was only the producer of The Nightmare Before Christmas and had no involvement in Coraline.
  • DreamWorks Animation movies are often advertised this way, referencing previous DreamWorks All CGI Cartoons, Shrek being usually one of them.
  • Ads for Pixar movies use the "From the studio that brought you..." version of this trope. It's typically Toy Story (their first feature-length movie) and their most recent successful movie they put on the poster.
  • Disney Animation Studios in its early years would advertise films as being "Walt Disney's Latest Picture", and in the decades after Walt's death would play up the brand in lieu of specific film association. Frozen was their first film to begin associating specific movies in its posters ("From the creators of Tangled and Wreck-It Ralph") and Big Hero 6 began Disney's habit of association in the actual trailers ("From the creators of Wreck-It Ralph and Frozen").
  • Played for laughs in the first trailer for The LEGO Batman Movie, where the trailer lists every live-action Batman movie ever made (by Warner Bros., anyway)... and The LEGO Movie.
  • Adverts for Chicken Run said it was "from the creators of Wallace & Gromit".
  • The posters and trailers for the Happy Heroes movies have a tendency to advertise them as being from the same person who created Pleasant Goat and Big Big Wolf.

    Films — Live-Action 


Authors whose other works are advertised:

Works by an editor/author, but another author is advertised:

    Live-Action TV 

  • News articles about I AM I's lead singer, ZP Theart, tend to introduce him as DragonForce's ex-singer.
  • Recent no-man albums tend to include a sticker that says: "no-man are: steven wilson (porcupine tree) and tim bowness". Which is ironic considering that Wilson considers no-man his main project.

    Tabletop Games 
  • Card games published by International Games Inc. and Mattel all have the inset "From the Makers of Uno" on the game's box. While most games are unrelated to Uno, it does help distinguish Similarly Named Works, such as the game DOS (the official sequel to Uno) from DOS!: Twice the fun of UNO (a word and drawing card game).

  • The packaging of the first wave of Hero Factory sets had a label boasting "From the makers of BIONICLE!"
  • The Grossery Gang have labels on the top of their pegs with "From the makers of The Trash Pack!" on them. Before their official release, both The Trash Pack and Shopkins YouTube channels aired crossover promotions for The Grossery Gang.

    Video Games 

    Web Original 

    Western Animation 


    Fan Works 
  • The first paragraph of Super Paper Mario X starts with a "Creator of" example, like a trailer for a movie, but a Record Needle Scratch occurs halfway through, with the author assuring that "this is not a movie."

    Films — Animation 
  • Parodied by the 2007 Spanish-Italian animated film Donkey Xote. The film had a lot of similarities with Shrek, bordering on plagiarism. Its creators lampshaded this, promoting the film as "From the producers who saw Shrek".

    Films — Live-Action 

    Live-Action TV 

    Web Animation 
  • Homestar Runner: The Peasant's Quest preview advertises it as being "from the company that made that game Trogdor, and that game Rabbit Algebra". (Trogdor was already a playable game on the website, but Rabbit Algebra was made up as a joke just for this trailer and was never playable.)
  • In How It Should Have Ended's Man of Steel Superhero Cafe short, Batman points out how prominently Christopher Nolan's name was in the trailer, especially since this is the only reason they really list producers. Superman insists that's not why people are excited.

    Web Original 

    Western Animation 
  • Futurama
    • The episode "Why Must I Be a Crustacean in Love?" parodies this by having its opening caption read "From the Network that Brought You The Simpsons." (They could have made a big deal out of Matt Groening's name being on the cover of both shows, but they offer their then-shared home on Fox as the key similarity instead.)
    • "A Head in the Polls" has "From the Makers of Futurama".
  • Parodied in Family Guy, in an unaired cutaway gag from season 9, "Road to the North Pole".
    Stewie: [to Brian] You tried to trick me! Like those commercials for upcoming movies.
    [cut to Stewie watching TV in the living room]
    Announcer: This summer, from the guys who brought you Superbad comes a hilarious new comedy.
    Stewie: Uh, I hate when they do that. Which guy? You know it could be the writers or the guys in the wardrobe department, they don't specify.
    [Stewie changes the channel]
    Announcer: From the studio that brought you Wedding Crashers.
    Stewie: Uh, who cares? It's sure a broad association.
    [Stewie changes the channel]
    Announcer: From the species that brought you Talladega Nights.
    Stewie: Oh what, humans? Who else is making movies?
    Announcer: From the same molecular elements that brought you Forgetting Sarah Marshall.
    Stewie: What?
    Announcer: ...and air!
    Stewie: Fuck off!
  • Parodied in the "Uncle Grandpa Babies" segment with "From the network that brought you Adventure Time and Steven Universe."
  • Robot Chicken: A sketch from "Things Look Bad for the Streepster" features a trailer for The Smashing Games, which says it's "From the studio that brought you Mario Is Missing! and Donkey Kong Hockey.


Video Example(s):


Dr. Havoc's Diary trailer

"From the guys who brought you The Most Popular Girls in School".

How well does it match the trope?

5 (3 votes)

Example of:

Main / AdvertisingByAssociation

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