Ouch! Taking the corporate brand to a new level. I could just see the religious brand-whores out there… Concept by M. Leak.

On another level, it reminded me of a scene from the movie Jarhead. If you’re not familiar with the movie, Jarhead is a Gulf War memoir by author Anthony Swofford aka Swoff. This movie (and book on which the movie was based) recounts Swofford’s enlistment and service in the United States Marine Corps during the First Gulf War, in which he served as a scout sniper.

Swoff (Jake Gyllenhaal) is assigned to C Company upon his arrival at the Marine base. On entering the barracks, he finds other Marines struggling to use a homemade USMC brand on a guy’s leg. After they finish, they move on to Swoff. Struggling, he passes out as the brand hits his skin. When he wakes up, it is explained to him that he has to earn the brand; the whole thing was a show, for his benefit.

View the trailer below.