On a recent JetBlue flight I had the pleasure of a complimentary viewing of Morgan Spurlock’s film, The Greatest Movie Ever Sold. This smart and witty documentary takes the viewer through the steps for getting sponsors as Spurlock attempts to get his entire movie paid for with advertising dollars. As you would guess, many brands ran away screaming from the idea of working with the same guy that put McDonald’s in such a bad light with Super Size Me.

But Spurlock successfully secured 22 sponsors, among them Amy’s Frozen Foods, Ban Deodorant, Merrell Shoes, JetBlue and the title sponsor Pom Wonderful.

So what do these brands have in common and what would make them participate in a documentary that exposes advertising? Smart customers. Today’s consumer is savvy. They know that they’re being marketed to, and they know the benefits they reap from sponsored content.

Most importantly, these brands had a hunch that Morgan Spurlock’s genius and constant championing of corporate transparency would attract the right kinds of people to their brands.

Were they right?

I’d say absolutely. I got off my flight feeling very good about these brands. I felt like they do not dumb down their communication to me and I respect that. I do feel bad for the brands that curtly turned Mr. Spurlock down. I think Volkswagen may regret one of their brand managers sending him a fax saying “we don’t want anything to do with this movie” – one of the many refusals that Spurlock shares with the audience.

Here’s to the smart brands that joined him on his journey:  Pom Wonderful, Amy’s, Aruba, Ban, Carmex, Carrera, GetItForFreeOnline.com, Hyatt, JetBlue, KDF, Mane & Tail, Merrell, Mini, MovieTickets.com, Old Navy, Petland Discounts, Seventh Generation, Sheetz, Ted Baker, Thayers, PRG and Trident.

(Morgan, if you’re reading this, I hope it helps count towards the 600 million impressions you are contractually obligated to deliver!)