Technology companies ignoring morality and trying to control every aspect of society, up to and including law enforcement?

While very 2020, that theme was also at the center of 1987's RoboCop, an action movie that violently satirized the growing influence of corporations over government. Called "a thriller with a difference" by Roger Ebert, the movie was surprisingly pointed in its commentary.

Three decades later, the movie's concept is just as relevant, even if RoboCop himself has become a bit too much of a retro pop culture icon to continue carrying much metaphorical heft.

To the latter point, we've seen RoboCop arise again and again over the years in advertising.

In 2013, as a cross-promotion for the movie's reboot, RoboCop was the star of a PSA against drunken driving. And last year brought us this mashup from KFC:

Now we have RoboCop returning to his roots, at least in terms of his look, for U.K. insurer Direct Line. The brand has licensed the cybercop to appear in a campaign that also features Teenage Mutant Ninja Turtle Donatello and Bumblebee of The Transformers. The spots, helmed by A-list ad director Bryan Buckley, have a production value worthy of their stars.

So why does RoboCop endure as a cultural icon? Is it because we always root for a near-future good guy? Or is it because he subtly reminds us that corporate meddling in governance can have bizarre and unexpected consequences?

Or maybe they just can't afford to license The Terminator. Who's to say?

If you have strong feelings on RoboCop, or just want to tell me how the acid scene traumatized you as a child, drop me a note at the email below.

Now excuse me, I have to go. Somewhere there is a crime happening. (Stomps away loudly from your inbox.)

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com