As you might already know I am a fan of Michel Gondry's work. When I found out about the last ad he directed for the Motorola Razr2, I really liked the Experience site they set to tell about the film and its making of. Quite interesting to listen to Michel Gondry's interview on the briefing and his creative process to make it happen.
What I like about it is : the idea of giving a free ride to an artist to express his/her vision of a brand through his/her art.
It reminds me the surprising buzz of the late 90ies lead by the BMW Film series "The Hire". Remember? BMW gave an opportunity -and budget- to 8 famous directors (John Frankenheimer, Ang Lee, Won Kar-Way, etc) to create a short film -average of 8 minutes- to highlight the performance aspects of various BMW automobiles (you can find here : season one and season two). My favorite being Star (try it here if you don't have the DIVX plugin) directed by Guy Ritchie, with Madonna, a BMW M5 and fascinating driver Clive Owen -BTW wouldn't he make a fantastic James Bond?-. Don't forget to turn the volume of your computer up while watching this film... the scene over the bridge is simply... exquisite!.
Branded content indeed... but, when compared to traditional advertising, this project had (at the time) an innovative approach regarding format, story, and media.
I believe that there is a LOT more to do outside the traditional ad formats. Also there are obviously many ideas to develop by giving willing artists (and I mean young talents as well, naturally!), new ways to share their visions of brands through their art.
Thoughts or comments?