A scene from a short film by Carrie Brownstein that was funded by Kenzo is vying for the Tribeca X Award for “telling stories that make people feel warmly about the brand,” says the chief executive of Tribeca Enterprises.
In the attempt by brands and marketers to make their brands more appealing they are making short films telling a story that seeks to bind the viewer with the brand and therefore heighten awareness.
Why, you ask?
“The makers of these films and tellers of these stories know if this feels like overt advertising or gross product placement, people will tune out, so authenticity becomes a key metric here,” said Andrew Essex, the chief executive of Tribeca Enterprises who created the award category. “Traditional advertising tends to annoy people, and this makes the argument that you have to add value to people’s lives rather than bombard them with a pitch and a hard sell, especially in a world of so much noisy content.”
“It’s the same elements that make it a great, great story, that touches you, that sparks the right emotion, that gives you the same great response that an Oscar-winning movie would give you,” said Jae Goodman, the chief creative officer of CAA Marketing, a division of Creative Artists Agency. “However, it also needs to drive those brand and business results. If Coca-Cola makes a great feature film and doesn’t sell more Coca-Cola, then that’s a failure on Coca-Cola’s part.”
I watched the Carrie Brownstein short film and thought it was weird and then read the comments, like these below, and thought, OK, a lot of people seem to like it and one thought it reminded her of “Black Mirror.”
If I were giving the award for the most realistic 30-second commercial, it would be Citi’s Double Cash Card depicting two people on their first dates. All I can say is, who hasn’t been on the receiving or giving end of one of these life vignettes? To Jae Goodman’s point, though, I don’t know if it would make me run out and apply for a Citi Double Cash Card but it certainly got my attention and rang true.
NT Times, April 2, 2017, Sapna Maheshwari, “Brands Trade the Hard Sell for Short Films.”