Jaguar F-Type Gets Its Own Star Turn in Ridley Scott's Brand Mini-Movie

Posted by Dale Buss on February 1, 2013 10:34 AM

It's not exactly James Bond and his Aston-Martin. But British TV star Damian Lewis is just fine with playing a co-lead role with the new Jaguar F-Type sports car in a new promotional mini-movie for the new model.

Called Desire, the film is being made in collaboration with director Ridley Scott and features music by Lana Del Rey. Appearing alongside Golden Globe winner Lewis, who stars stars in Homeland, will be American actress Shannyn Sossamon. Jaguar is slowly revealing aspects of the mini-movie with behind-the-scenes featurettes, the latest of which (above) was posted this week.

The production echoes how BMW innovated in branded content about a decade ago with an online-only series of short films for the web.Continue reading...

mobile brands

Farewell, RIM: BlackBerry Unveils BB10, Tagline and Creative Director Alicia Keys

Posted by Sheila Shayon on January 30, 2013 04:28 PM

Any doubt that the BlackBerry 10 is central to the survival of Research In Motion was likely erased on Wednesday as the company not only unveiled its new operating system and phones, but changed its corporate name to "BlackBerry," too. "We have a fantastic brand, BlackBerry, and we are known as such all over the world, except in North America," CMO Frank Boulben commented in a video interview at the launch. "We wanted to take full advantage of that global, iconic brand."

"We have redefined ourselves inside and out," said CEO Thorsten Heins, speaking from New York to launch events held across the globe, including one held at the world's tallest building, Dubai's Burj Khalifa, in its $650-a-night Armani Hotel. "RIM becomes BlackBerry. It is one brand, it is one promise." He declined to specify the company's marketing spend for the corporate rebrand and a global launch of BlackBerry 10 that includes Sunday's Super Bowl ad buy, but characterized it as in the "hundreds of million dollars."

That was partially evident at the New York launch with the introduction of Grammy Award winning singer Alicia Keys as the company's "global creative director." It's a trend that follows Lady Gaga's arrangement with Polaroid, will.i.am with Intel, Victoria Beckham with Range Rover, and Keys' husband Swizz Beatz with Reebok — and no doubt annoys creative directors.Continue reading...

branded entertainment

Hilton Web Campaign Highlights The Onion's Growing Digital Ad Sales Push

Posted by Mark J. Miller on January 14, 2013 02:58 PM

The Onion's stature as a leading satirical pseudo-news source, with its hilarious and sometimes provocative headlines, has long been well-established. Less known to the general public, however, is the existence of its own in-house and marketing agency created to serve leading brands.

That changed to a degree on Monday when The New York Times reported on Onion Labs' latest project: a website for Hilton Hotels and Resorts that helps users detect whether they have "vacationitis" and provides various suggestions on how to combat it.

"Some of our most popular satirical editorial content in The Onion surrounds the workplace and everyday stresses, so it's been exciting to work with Hilton Hotels & Resorts to illustrate diagnoses of vacation blues around the world," stated Grant Jones, The Onion's head of marketing who oversees The Onion Labs. "The cartoon memes aim to inspire workers to fill their 'prescriptions' with a much-needed break from the office."Continue reading...

that's entertainment

Ron Howard Aims to Direct More Brands' Storytelling Efforts

Posted by Mark J. Miller on January 8, 2013 03:19 PM

Ron Howard has wanted to be in the marketing business for decades now, but his wife told him that if he had time to take away from his work as a famous director, producer, and actor, he better fork it over to his wife and kids.

Well, the kids are all grown up now and Howard must have gotten buy-in from his wife because the partnership of Howard and producer Brian Glazer – the duo behind such classic films and TV series as Splash, Apollo 13, 8 Mile, A Beautiful Mind, Friday Night Lights, 24, and Arrested Development – are bringing their storytelling savvy to the marketing world, according to Fortune.

The appeal of working with brands, Howard told Fortune, is that marketers are “wide open” about their how they deliver content, using "long form, short form, live events.” They're also eager for better quality storytelling, and eager to bring Hollywood-honed creativity to their brands. Down the road, Howard says, "We could bring in an Academy Award-winning screenwriter to work on a brand."Continue reading...

digital moves

Louis Vuitton Sashays Down the Digital Runway

Posted by Andrew Chan on January 4, 2013 10:09 AM

Louis Vuitton recaps its 2012 digital efforts, including live-streaming, Instagramming, photo-blogging, interacting and engaging in a chic video that serves as a runway for its mobile, social and online forays (watch below). The description: "As an innovative and creative fashion brand at the forefront of digital, Louis Vuitton aims to produce qualitative and diversified content, highlighting the different aspects of the House, its values, heritage and the Art of Travel."Continue reading...

branded entertainment

Coca-Cola Gives Iconic Polar Bears a Starring Role With Ridley Scott Film

Posted by Mark J. Miller on January 3, 2013 04:43 PM

Coca-Cola apparently doesn’t hold a grudge against famed director Ridley Scott. The perennial Best Global Brand's logo appeared in his 1982 film, Blade Runner, and then the brand suffered the so-called "Blade Runner curse" with the disastrous introduction of New Coke in 1985. That "curse" saw other brands that popped up in the film (Atari, Bell, Pan-Am) suffer serious financial difficulties soon after the movie debuted.

Since those days, Coke and Scott, who got his directing start in London's advertising world in the early ’70s before decamping to Hollywood, have paired up a few times. In 1986, he directed the brand's famed Max Headroom commercials. Now, the beverage giant has released a short film about its iconic Polar Bears that was directed by Scott and produced by him and his recently deceased brother, Tony Scott.

"The Polar Bears," as the short is called (watch it below), tells the story of the bear family that has appeared in Coke commercials since the company’s “Always Coca-Cola” campaign kicked off in 1993. While polar bears have been part of the print-advertising mix for Coke since 1922, the campaign put the polar bears front and center in consumers’ eyes. Now those who have been curious about just who these bears are will finally have their questions answered.Continue reading...

automotive

Chrysler Drives Berry Gordy From Motown to Broadway in New Campaign

Posted by Dale Buss on December 21, 2012 12:27 PM

Earlier in the year, it appeared as through Chrysler might be abandoning its "Imported From Detroit" tagline. At least — in the wake of the controversial Clint Eastwood commercial during the 2012 Super Bowl, "It's Halftime in America," and with a spate of new TV advertising that didn't mention the Motor City — it seemed that way for a while.

But Chrysler's Motown sensibilities have returned through the course of 2012, and now they're back bigger than ever. First the gospel choir that co-starred with Eminem's iconic 2011 Super Bowl commercial for the auto brand popped up in Chrysler's current holiday campaign. And now, Chrysler is coming back with the ultimate tribute to its Motown home: a new campaign starring Berry Gordy.

In a new 60-second commercial titled "Who We Are," Chrysler showcases the new 2013 Chrysler Motown Edition by featuring the legendary Motown founder. As promised back in October, Gordy takes us through his humble beginnings in Detroit and ultimately to New York's Times Square and the home of the new Broadway show, Motown: The Musical.Continue reading...

branded entertainment

Google Taps Wallace and Gromit to Promote Google+ in a Holiday Hangout

Posted by Sheila Shayon on December 18, 2012 03:45 PM

British animator Nick Park brought his Academy Award-winning Wallace and Gromit to Bristol studio Aardman Animation, and forever changed the world of animation and commercial production. Now Google+ is tapping the stop motion animated duo for a holiday campaign to promote the social network’s Hangouts social video interactive platform.

“We are thrilled to see Wallace and Gromit use a Google+ Hangout to join the rest of the Aardman family for the very first time,” commented Cristian Cussen, Head of Marketing, Google+, Europe, Middle East & Africa. “We would love for families and friends everywhere to easily connect over the holidays. For those who can’t make it home this year, they can still spend the holidays together through Google+ Hangouts.”Continue reading...

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