PSFK had a post on a dope sounding premier of this new ABSOLUT branded doc on Jay-Z before a concert, which apparently had the audiences attention on lockdown. They make the really intelligent point that the audiences would have been furious to see commercials before the show, but to watch this branded series was seen as just part of the show. Memo to the folks that program the pre-film-shows at major theater chains: do THIS. The liquor brand has been killing it on the content tip, lately. Remember the awesome Tim & Eric X Zach Galafanakis video that made the rounds last year? (see below if you slept on it) Yeah. Dope.
Anyways, the doc premiers March 22nd on facebook.com/ABSOLUT
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ALSO check out my post on the Absolut/Spike Jonze collaboration:
http://urgensia.com/2010/01/22/jonze-absolut-branded-short-premieres-at-sundance/
Interesting perspective on branded (short film) content from the creative at TBWA/Chiat/Day. At the end of the day, can branded content have artistic merit?