advertisers go to the content makers

10/30/2004 09:54:00 AM
In a very unusual move, Pixar teamed up with the corporate sponsors of its forthcoming movie, The Incredibles. The brands got access to the characters and managed to create highly entertaining spots, featuring a perfect blend of characters and product.

This is a clear signal that Hollywood and Madison Avenue are coming closer together. Hollywood, for once, prepared to go commercial with its content, for the sake of corporate sponsorship. It's a win-win situation, the content provider gets good exposure to characters and the brand gets great content from these soon to be recognizable characters.

There have been many failed attempts to bring the advertising and movie worlds together, but this move by Pixar looks like a success. The reason: its been well crafted, the scripts are well written and the characters fit with the brands.

http://www.tide.com/theincredibles/

Behind this: the increasing demand from consumers for more entertaining advertising.

Hopefully, this will be evident in the stats from Tivo showing that users play, rather than fast forward, through these spots.
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