Neill Blomkamp directs the new BMW film, The Escape. Starring Clive Owen and the new BMW 5 series, it’s an action-packed affair which compares well with its predecessors.
David Beckham & Kevin Hart team up again in The Roadtrip – a bit of branded entertainment for H&M.
This is the second time that H&M have hired Beckham and Hart to showcase one of their collections.
Clearly the combo worked so well together the last time, they were invited back for an encore. Obviously for a global company, who’s primary markets must be Europe and the US, you want to appeal broadly to both audiences. Beckham and Hart certainly tick those boxes.
To be brutally honest, most commentators reporting on this news are including words and phrases like ‘hilarious’ and ‘much anticipated’ in their copy. We can’t say that while watching this clip we were rolling on the floor, struggling to inhale gasps of air due to uncontrollable fits of laughter. But as far as advertising commercials go, it’s better than a punch in the stomach.
Here’s a look behind-the-scenes of the shoot:
With very little professional production support many YouTube stars command in excess of 250 000 views per post, which considering the investment they have made in the product, is astounding.
What’s really interesting however is not the popularity of these stars, but the amount of genuine influence they have with their audiences.
Adults find YouTube stars more influential than traditional celebrities seemingly for the same reason younger audiences do: They seem more like real people and therefore are considered more trustworthy. “The celebrities that have influence today amongst audiences are those that are very much right next to them and have actually been created by the audience. And the appeal of YouTube stars is that the audiences feel that they own them, that they have an equity stake in them, that they actually made them,” Mr. Sehdev said.
“What we’re seeing here is it’s not about how popular a celebrity is. It’s the difference between popularity and influence,” he continued. “The key point here is that popularity doesn’t move the needle.”
Manufactured, high production media content obviously still has a place and a role to play, but pound-for-pound the ROI of Youtube stars is exciting.
Here are three that we would recommend you check out and try on for size:
Fun for Louis – a peace-loving global adventurer with nearly 1.5 million subscribers, Louis is a happy dude who appears to live an idilic life.
Mr Ben Brown – adding a bit of local flavour to the mix and completing the triangle of adventure overload is Mr Ben Brown who lives in Cape Town and is a professional traveler, which just sounds wrong. But there’s nothing like a bit of escapism to give you some inspiration.
Reality on steroids, that what we call it. And the future of self-made Youtube stars looks very good.
Patagonia have built their brand through the telling of inspiring stories that not only make you want to buy the brand, but also change the world.
Through the narrative of their environmental crusade, Patagonia have developed a compelling place in the minds of people who care about the future of the planet – almost encouraging you not to buy their stuff if you can resist it.
In their latest film, Patagonia presents the story of Ramon Navarro, The Fisherman’s Son.
When a visiting surfer gave a board he broke to a young boy in Punta de Lobos, Chile, he had no idea what he’d started. Young Ramon Navarro, the son of a subsistence fisherman, would rise to the top of the big wave surfing world.
Traveling the globe in search of gigantic waves to ride, Navarro lived much of his life on the road –an exploratory trip to Antarctica, a perfect 100 at the Eddie at Waimea Bay, an impossible barrel on the biggest day ever at Cloudbreak–he was everywhere. But when his home break came under threat of development, Navarro couldn’t pass through his village tossing young unknowns his broken boards. He would preserve the waves so they might have them to ride. This is the trailer for The Fisherman’s Son, next week is the premier and the beginning of the push to protect the point. #LobosPorSiempre
Born and raised at Punta de Lobos, Ramón Navarro found his passion riding the biggest waves on the planet. But his accomplishments in giant surf are just one part of a bigger vision to protect the culture and environment of the Chilean coast.
For us, what’s great about Patagonia’s approach to branded content is the realness of it.
It doesn’t feel like a professional crew where briefed to grade the film to look more raw and authentic. It feels rough around the edges because it’s told and shot by fans who would have made the film without the backing of Patagonia.
As a brand, Patagonia has a stated mission of using compelling stories to inspire people to not only buy its products, but also buy into its philosophy and take action. For Malloy, that means jumping on a story as soon as possible and avoid getting bogged down in the bureaucratic side of the creative process. via
Building a compelling fantasy brand is all about the ancient art of great storytelling. Luxury brands need the illusion of fantasy to make us lust after them – at any price. It’s not so much about the product as it is about the idea associated with the product.
If you have the time, or the intellectual patience, you can do some research by delving into the complex works of some of the prominent post-modern philosophers, But the lure inherent in all of this work is the yearning for a world of hyper-reality. An escape from the seemingly endless drone of our modern lives to a land of grey-graded bliss and impossibly sculpted thighs.
Is it real? Of course not – who on Earth want to fantasize about reality? This is Santa Claus 2.0, the Easter Bunny on Vicodin, the long-lost toy store [that has now transformed into a neon supermarket filled with depression] of 2014. The more the cable news networks drive the story of Ebola and ‘worldwide civilian anarchy’, the more desperate our want to jump into the rabbit hole and own a soft pillow of fantasy.
As with all things though – this is only half the story. But if you do find yourself sitting on a chair with the words ‘Brand Manager’ on it and the logo you passed walking into the office featured an old crest of some kind, then you would be sticking a blade into your own kidney to ignore this trend.
Advertising mediums are evolving and right now, things have never been better for the film industry and brands built on branded content. Here’s our collection of some recently released luxury brand films that are noteworthy for their quality and largely open-ended fantasy conclusions.
Louis Vuitton – Celebrating Monogram
Johnnie Walker – The Gentlmen’s Wager, featuring Jude Law
[NSFW] Agent Provocateur
Beautifully shot with rich grading and wide lenses, Jude Law stars in the six and a half minute long Gentleman’s Wager for Johnnie Walker Blue Label. It’s branded entertainment that can keep the ‘entertainment’ part of its intention.
Good advertising sells a product, great advertising lets you feel what it would be like to love a brand.
Just as we escape reality through movies and books, luxury brands have an opportunity to indulge an audience with fantasy and escapism. What else are premium brands these days other than rabbit holes into a world of make believe?
The story of a man on a quest for a rare experience; ‘The Gentleman’s Wager’ tells the story of a wager between two men which results in a truly rare experience as part of their quest for personal progress. Filmed for Johnnie Walker in the British Virgin Islands and London, the beautifully shot film sees Law in the role of a man who, despite having it all, proposes a wager as an opportunity to challenge himself to create an original performance in order to win a money-can’t-buy experience. Credits
Content marketing has come a long way since the days of the original Quicksilver films. Let Us Roam is an ongoing short film series supported by Leica Camera. This series features stories about photographers, artists, film-makers and musicians inside of the skateboarding culture.
It feels a lot more grown up than most skateboarding films and of course the collaboration with Leica ensures that the imagery is going to be classically arresting.
Here’s the first episode:
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