:: Also fleet o' foot ::

Tuesday, March 15, 2005

The concept of corporations' branding short films to promote a product isn't new. BMW's been doing it for years, enlisting the likes of John Woo, Clive Owen, Gary Oldman, and Don Cheadle, but it never really got my motor running. I couldn't tell if knowing it was only a step or two above a 30-second Superbowl commercial - both in production value and intent to sell a product - ever impacted my enjoyment (and it didn't help that one spot was turned into a totally crap motion picture).

Nike's gone a different route and hired Friends With You to product an entertaining little film about the ancient art of spinning speed into thread (and this is a whole different kind of speed production than you're used to in those underground crystal and crank labs). What's remarkable is that Friends With You is a vinyl toy manufacturer and not a famous director, actor, or production studio - but they know their stop-motion animation, old Hong Kong mythology movies, and surrealism. I like what I see, regardless of whether it's two companies trying to sell me a shoe. I'm not averse to "branded content" after all.

M.M.M. trend today: savvy corporations + shoes = fawning.

Posted by morland @ 07:17 PM

:: Comments ::

Dude, I totally have a Friends With You stuffed animal. In fact, Dr. Glasses and Dr. Quinn were both present when I purchased it. Its removable feet really freaked out Dr. Quinn.

Posted by: choistein on March 16, 2005 01:24 AM

- Post a comment -

« Fleet o' foot | Main | An alternate interpretation of the lyrics to "My Boyfriend's Back" by The Angels »