As an artist, James Hance's biggest skill is his ability to connect divergent brands. Many of his illustrations feature Star Wars characters or references, but some of my favorites from his portfolio requires neither. His image of the Office's Dwight Schrute ripping through his generic office wear to become Superman is not only hilarious, but true to the character played by Rainn WIlson.
As an artist, James Hance is in high demand. In addition to a busy exhibit schedule that takes him across the country, he sells prints, t-shirts, and books of his work on his website. Just like his artwork touches so many different realms, James Hance the person does the same.
Implications - A company seeking to engender goodwill from its fanbase would be wise to feature advertising that directly mocks or mimics a popular cultural trope. By connecting their brand name to something so instantly identifiable and current, the company shows that it has its finger on the forefront of contemporary pop culture, attracting hip consumers and culture enthusiasts alike.