Hurray! Advertising is not disrupting my movie anymore!
It’s inside now …

We all remember “The Hire”. In 2001/02, 8 high quality shortfilms featuring BMW cars conquered the world of viral films. Produced by David Fincher and directed by Hollywood heroes like Guy Richie and Ang Lee, the commercial mini movies were precursors for a new kind of advertising: The product as a main character, implemented into a well scripted story.

Now a similar concept comes from germany.

FLOADED embeds product advertising into sophisticated short films with a remarkable production value. The film production is being co-financed by the sponsors.

And this is how it works:

An interactive function allows the user to pause the film at specific times, at which point brand partners’ products are shown on screen. From this Brand Layer the user can then click over to microsites which present the sponsors’ products in more detail.

The first movie, “The Illusive”, was directed and produced by german director Roman Kuhn and features Brands like Mercedes-Benz and Canon.

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Behind FLOADED are the german production company teamworx/UFA and the media company Gruner + Jahr.

Interesting:

FLOADED films are not commissioned work. The creation of each film begins with free and independent ideas, not with the advertising partners. The ideal brand partners are brought together and acquired for each film individually.

I’m anxious to see if this will work out. “The Illusive” is a start. Although when I watched it, I didn´t klick on a single “Brand Layer”. But that Canon EOS camera looked pretty cool …

WATCH AGAIN?
Yes.

(VIA MY BROTHER)