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Iwas in an agency earlier this week and mentioned this entertaining idea for Freixenet to the creative director. "We had an idea just like it," he exclaimed, as if he'd been robbed.
The only trouble is, his idea didn't have a client to buy it, whereas somewhere in Spain someone did say yes to the concept of Martin Scorsese shooting the fragments of a Hitchcock movie script that revolved, loosely, around a key and a bottle of cava.
And it can't have been easy to buy, either. For starters, Martin Scorsese wouldn't have come cheap. And for another thing, there are no guarantees that something like this will actually work.
Most clients rely on TV advertising because if you take the size of the audiences and do various sums with the number of times they will see the ad, then you can predict its results.
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Adland
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Putting a film on the internet and hoping word of mouth will get people to view it is altogether more risky.
So, whoever you are, Mr Yes-Let's-Run-With-It, I salute you for briefing your agency to think differently and for then going ahead with their recommendation.
Coming just as 2007 is about to exit stage right, it is the year's best example of branded entertainment. I urge you to view the whole seven- minute film. Scorsese's performance is terrific and the filmic tributes to Hitchcock are a delight. It's tribute movie meets mockumentary meets advertising and it is gloriously effervescent.
Will it win awards? I doubt it, because it doesn't fit into any of the categories of most awards shows. Still, I name the marketer who inspired JWT Madrid to create this film The First Post's Client of the Year. 
FIRST POSTED DECEMBER 24, 2007
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Foster's has a 'big idea'
