On the final day of Advertising Week, Digital Cinema Media (DCM) and D&AD hosted a panel discussion to take a closer look at the influence of film on advertising and the continued importance of the cinema experience for brands and filmmakers alike. The inspired and inspiring panel, hosted by DCM’s Head of Film Tom Linay, included: Danni Murray, Group Director of Media & Marketing Partnerships at Warner Brothers, Silke Anderson, Communications Manager at VW Marketing, Mark Boyd, Co-Founder of Gravity Road, Frances Royle, Founder of Royle Productions and Matthias Hoene, Director at Partizan.
After a quick look at some of the fantastic work the panel had either worked on or nominated, discussion focused on the close links between advertising and film. According to Mark Boyd: “Ads and film inspire each other, they are both an integral part of popular culture.” Room 8, a short film co-produced by Mark and Gravity Road as part of the Bombay Sapphire Imagination Series, recently won a BAFTA in the British Short Film Category – demonstrating how excellent branded content can cross perceived industry boundaries.
However, not all branded content is of the highest quality. As Mark explained: "There's more content now, but there's also more poor content. We have to create good stuff that people want to spend time with.” Frances Royle agreed saying: “Everyone wants a lot more content but it’s got to be relevant and entertaining.”
Providing a client perspective, Silke Anderson from VW – a long-term supporter of independent cinema – explained how the association has benefited VW over the last eight years: “People who know we’re involved in film like us more. Cinema is also a great showcase for our brand and gets us closer to our audience.” She also revealed that VW has just filmed three new cinema idents, directed by film director Paul W.S. Anderson, as part of the Seeing Film Differently series, which will première in independent cinemas very soon.
Danni Murray, provided the studio perspective, fresh from the phenomenal success of The LEGO Movie – arguably a piece of branded content in its own right, that also inspired other brands to ‘Legoise’ their own ads. Danni explained that brand partnerships are hugely important to Warner Bros., when relevant to the movie content.
Relevance, entertainment and a relentless focus on the audience were recurring themes, as well as the increasingly close relationship between film, brands and advertising in cinema and across multiple platforms.
Matthias Hoene, who directs both ads and films, expanded on this: “My advertising tutor always told me to go to the cinema every day because you’ll always learn something.” He described how film influences all his work, including his own films, while the ads he creates help him explore themes for features and enable him to try out new techniques.
Advertising should be seen as a companion rather than a poor relation to film, and, as Frances explained: “Advertising is actually a great training ground for filmmakers as when making ads you have to be so disciplined to tell a story in such a short time.”
Mark also explained how lower budget films are increasingly involving brands earlier and looking to new funding models in what is a hugely competitive marketplace.
As ever, the conversation had to finish too soon, but DCM and D&AD will be continuing their Inspired by Film programme (link to old story) throughout the year. As part of the programme in the lead-up to today’s Advertising Week workshop, DCM and D&AD unveiled a compilation of 10 of the best ads that have been ‘inspired by film’ over the past 10 years.
The Top 10 list, compiled in no particular order, is:
1. Phillips/Carousel; created by Tribal DDB Amsterdam 2. British Heart Foundation/ Lock Stock and Two Smoking Barrels; created by Grey London 3. VW/The Bark Side; created by Deutsch LA 4. Orange/Steven Seagal; created by Mother 5. Jaguar/Villains; created by Spark44 6. Giff Gaff/Don’t be Scared; created by Fallon London 7. Honda/Ferris Bueller; created by RPA 8. Samsung/Galaxy Gear; created by 72andSunny 9. VW/ Silence of the Lambs; created by DDB (Adam&Eve) 10. BT/ LEGO; PHD, Drum and ITV developed the break and commissioned ITN Productions and Bricksports to produce the LEGO versions of the ads.
Has this list inspired you? If so, let us know your nomination for the best ‘Inspired by Film’ ad. Do you have a soft spot for Volkswagen’s ‘The Bark Side’? Or Steven Seagal? Select your favourite ‘Inspired By Film’ ad either from the list above or nominate other work that’s stood out over the last 10 years via @DCM_cinema_news #inspiredbyfilm.