Somers Town
Posted by Steffen Stäuber
Who says that advertising agency´s can only create 30 Sec. spots? Mother is breaking down the borders between advertising and content, they produced a full-length feature film as a covert advertising campaign for their client Eurostar.
What´s interesting about it, Mother has pitched the concept to make short films for Eurostars TV account and lost. But the idea survived and it became a big movie project funded by the company.
The film was directed by Shane Meadows (This is England) and written by a couple of guys at Mother. It looks nothing like an advert as we understand it, and one reason for this is that the creatives had the freedom to work.
“The contract said that if Shane was asked to put in a smiling train driver, or had any other interference, he would take his name off the project,” says producer Barnaby Spurrie
(…a contract, every creative dreams of!)
Here is the trailer:
And there are some good arguments to do this kind of “content marketing” instead of a product placement or a tv spot:
“It cost less than the average 30-second spot to make, is expected to be seen by millions without any media buy and tests as having a positive ROI in terms of prompting people to book train trips” Ad Adg
A great project that proofs: good content reaches the people.
And by the way you can win some movie awards for your work too – not a bad deal for an advertising agency and a transportation company.
@ Birgit, thx for the link
Tags: advertising, Barnaby Spurrier, content marketing, Eurostart, film, london, mother, Mother Vision, Shane Meadows, somers town
20. August 2008 um 23:05
I really enjoy this idea of creating a film for a brand. Beside that, the Mother agency also created recently a musical for Pot Noodle. I am wondering what is the next big thing that they gonna create.
I totally agree that good content reaches the people, and this kind of things that Mother are doing are good examples of it.
See ya!
PS: The trailer is fantastic.