Branded (also known as The Mad Cow and Moscow 2017 (Москва 2017 in Russian)) is a 2012 Russian–American dark fantasy science fiction film written, produced and directed by Jamie Bradshaw and Aleksandr Dulerayn.

Over the following years, Misha uses his natural skills to become an important marketing executive, receiving his big break when he meets Bob Gibbons, an American hired to spread Western brands in post-Communist Russia.

Meanwhile, on a private Polynesian island, marketing guru Joseph Pascal meets with fast food company executives to discuss a plan to make the industry profitable again.

Feeling guilty for his role in the fate of the "Extreme Cosmetic" contestant, Misha leaves Moscow and withdraws from modern society; he believes his marketing powers are a curse.

Over the next six years, the "fat is fabulous" campaign is successful; most people are overweight and advertising images now focus on this change in perception of the ideal body type.

In the same hospital, the "Extreme Cosmetica" woman awakens from her coma and wanders into the streets to see an advertisement-free Moscow and a skyline free of billboards.

"[3] Lucius Shepard, admitting he did not understand the story fully, wrote that he wanted to sue the filmmakers "for defamation of the senses," adding, "Not since MST3K went off the air have I watched a movie so lacking in basic competence and craft."

"[4] In one of the few positive reviews, Andy Webster of The New York Times called the film "ambitious", observing that "Madison Avenue is going to hate Branded.