The BIG Idea
This is one of the best pieces of branded content I've seen and truly transcends advertising. This is a Hollywood style big idea. Congratulations to Gatorade and TBWA\Chiat\Day.
Thursday, November 26, 2009
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5 give a shit:
This Big Idea is missing something essential - who won the replay?
Awesome. Loved it.
But I don't know if you can call slapping a logo on at the end "branded content".
It's great - but it's been done before and in a more interesting way - most notably the 'worst team in the World' WORLD CUP match which was organised and filmed by uber-god Dutch ad agency KesselsKramer and just recently Puma and Adidas played a match for the first time since the brothers fell out.
I like it - but think Gatorade could be more integral to the story - but I don't know how and I don't know by how much so I think I'll shut up now.
I think by arranging the whole thing and then documenting it in detail Gatorade ensured they did more than just "slap a logo on" Zac. Why do brands do anything?? You gotta ask yourself; what did the original client brief ask for? That's where the real kudos for this idea and execution comes from. This is bigger than a TVC and some Facebook groups. I mean you only have to look at the PR and news coverage that this generated (in the vid) to see the value in doing something as genuine, and REAL as this.
Rob, you're too knowledgeable, be quiet! ;)) Oh, don't forget Nike Women's soccer team campaign "Best Team You've Never Heard Of"... that was a great one too.
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