Can low involvement brands create entertainment like cool fashion & tech brands?

Did a presentation to a bunch of friends on brand entertainment and the question was ah but only cool brands can do stuff like you are showing us for example technology and fashion but what about brands that are just low involvement by definition. So my answer was: I think any brand can make entertainment as long as it finds cultural truths that are relevant. Consumers then don't buy a product benefit but a share of the story that the brand created through the entertainment - a cultrual benefit proposition if you like. Ah and guess who made the above example ... yep it is them again Fallon US the ones who did the BMW films.