Branded Entertainment
29 februari, 2008
Lately I'm noticing more and more commercials made from a different perspective. Brands making entertainment sometimes without barely notifying their own names.
Famous example is Coca Cola. They made a short movie around their 'coke side of life' campaign and showed it in theaters.
A while ago I noticed a commercial directed by Martin Scorsese, called Key to Reserva.
The 9 minute short shows the clients product just a fraction: Freixenet Champagne.
Then there is eBay. It's part of a sequence of short films made by CAA.
Life Size
Hooves/Force 1 was showed at the Sundance Festival
While with the Coke example the sender is pretty clear I don't really get the other ones yet. Does this work? Do they want to create sympathy around their brands? Just a feeling? Will this type of branding has a future? I'm not sure, but I like it, so let's hope.
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