Monday, December 03, 2007

Martin Scorsese does branded content

Martin Scorsese wrote, directed and stars in this pretty entertaining piece of branded content, which is a mockumentary homage to Hitchcock for Freixenet wine.

Does it work? Yes. Not only is Martin Scorsese a great director, who absolutely pulls off the Hitchcock thing, but he's also a very engaging comic actor. There's even a rare appearance by Thelma Schoonmaker for film geeks to enjoy.

Okay, so maybe the story intrigues a little more than it satisfies, and Marty totally bent over on the packshot, but overall it's another win for branded content.

I don't think Creatives are as excited as we should be about branded content. As the content isn't being forced down consumers' throats but has to be sought out by them, clients seem to understand that these films have to be very creative. That's got to be good for us. And with little or no expense on media, some of that media budget does seem to be available to be re-invested in the creative. E.g. you can get Scorsese. Time to start taking this shit more seriously, I feel.


Cedric said...

I totally agree. I indeed think this is a brilliant execution for the reasons you mentioned: Scorcese is acting very well (reminding me Woody Allen at some point) and his 'exercice de style" is very well executed.

This content engages me and I was captive during the entire film, i.e. more than 8 minutes. How many TV Commercials could claim this exposure?

This is definitely on par with the now classical campaign for BWM by Fallon US, with John Frankenheimer, Ang Lee, Wong Kar-Wai, Guy Ritchie or Alejandro González Iñárritu behind the camera.

Charles Edward Frith said...

Its beautiful. When film is made with love it shows so strongly. I didn't catch the brand name though but I am autistic when it comes to brand recognition.

Anonymous said...

"marty, er, i'm not sure about the framing on that one"

"I'm sorry, what did you say?"

"Nothing. Goodfellas was awesome marty!"

Anonymous said...

Is there a category in D&AD for that? Until there is, fat chance of getting most UK creatives interested

]-[appy Thought said...

100% with you on this on Scampi, although I still think for the time being branded content will continue to be the occasional lighthouse of inspiration rather than a staple of adland, or the whole scene could die as quickly as virals have.

Anonymous said...


what you have to realize is that there is no single solution in the future of advertising. we have to wean ourselves off leeching attention generated by others.

branded content simply means producing something that is ACTUALLY interesting and will generate its own audience. as opposed to being somewhat, maybe, perhaps interesting (see recent guinness, carling etc), safe in the knowledge that someone else (the TV network) has generated the audience for us.

we have to create substance. tricky that.

Anonymous said...

anon 10.35,

that is very true. and the D&AD are behind the pack on that one. it's tough to enter.

a lot of the award shows (not that they matter!) and creatives are still figuring branded content out. but it has to be recognized.

the usa is way ahead on this one btw. thanks to hollywood. characteristically, hollywood wants a slice of the branded content pie too. they smell blood in the water.

]-[appy Thought said...

@ anon (but woks by itself also)

I wasn't suggesting that CC was going to be the single solution for advertising, I do realise that advertising is more multifasceted than one single solution... I was merely expressing an oppion that although it should grow, it probably won't with the speed I'd like it to. Last great bit of CC before this? Maybe the BMW films? That was a while ago.

Unless anyone else has some good examples? I'm always happy to be proved wrong.

And if it's not tricky then it's not fun!

Lunar BBDO said...

The only problem with this lovely piece of branded content is the branded part of it.

That guy opens that box to reveal...some cheap Cava.

Hitchcock would have had a bottle of Krug/Bollinger/Dom Perignon that was in keeping with the rest of the 'movie'.

Alas, if your content provider makes sparkling urine, you may be let down.

Anonymous said...

BMW films was eons ago Happy. there's been a lot more of it since then. yes BMW films was innovative at the time and had big directors (as this piece does, a reflection of the insecurity of the creatives/client perhaps).

see also "gamekillers" for Axe/Lynx. it doesn't have to be slavishly lauded by the ad community for it to be good.

the fact that Lunar bbbdo doesn't fancy the plonk being shilled is immaterial. who knows or cares what hitchcock would have done. he's been dead for years.

Anonymous said...

I like the fact you consider whether people feel different about the product at the end of an ad "immaterial". I don't know what aspect of advertising you work in, but surely that should never be the oppinion to have.

Anonymous said...

prev. anon,

i work in the selling stuff part of advertising.

i'm guessing the whole idea of bringing in Scorsese was to up the image of Freixenet.

admittedly, it's a tough one to sell. but what should they do, admit defeat and tell people it's cheap piss?

Krug/Dom et al don't need Scorsese. or jay-z. or an ad for that matter.

Anonymous said...