“Branded content is an effective way to engage consumers well before they are in purchase mode…With relentless competition for people’s attention, it is crucial that brands are reaching consumers with content that gets them excited. People don’t just buy Audi cars, they buy the Audi brand.” Scott Keogh, president Audi of America].
Let’s think about that. “Branded content is an effective way to engage consumers.” No argument.
“With relentless competition for people’s attention, it is crucial that brands are reaching consumers with content that gets them excited.” Gets them excited? Shouldn’t that be, “Gets them excited about buying the brand’s product or service?”
“People don’t just buy Audi cars, they buy the Audi brand.” Isn’t the Audi brand on the same tier as Mercedes and BMW?
“We knew if we got the right talent on board, the piece would resonate with millions. Bryan, Aaron and Julia have such vast and loyal fan bases, and there’s still much love and longing for Breaking Bad.” [Joseph Assad, chief creative officer PMK·BNC/Vowel and executive producer of the film]
Barely Legal Pawn is a 6+ minutes comedy “show”, with Breaking Bad stars, Bryan Cranston and Aaron Paul as pawn shop owners, and Julia Louis-Dreyfus (Seinfeld, The New Adventures of Old Christine and HBO’s Veep). Let’s assume these three – and the storyline – target a mass market audience and/or 18 year old boys.
The film was launched as a promo for the 66th Annual Primetime Emmy Awards, taking place on Monday 25 August, to underscore Audi’s sponsorship of the event. It went from client approval to finished product in six weeks and was completed four days after shooting.
The plot? Julia Louis-Dreyfus turns tries to pawn her Best Supporting Actress Emmy for Seinfeld after too much rosé causes her to follow Celine Dion’s lead and buy her own island. A lot of chat about past roles, comedy vs drama and the importance of supporting roles follows…there’s a bit of a nice twist at the end.
The brand? Louis-Dreyfus drives a new 2015 Audi S3 Sedan in the video, and yes, the product placement is really awkward.
I am not going to state unequivocally that this film was so much more a head rush to make than it is a trigger for a rush to buy. I am just asking the question.
