With Karl Lagerfeld releasing a short film to showcase his Chanel Spring Summer 2012 "Cruise" collection, the notion of shooting films for the purpose of advertising a new product has been gaining popularity. Over the last week Bottega Venetta's video attempt to showcase their new perfume has been floating the web:
Short films are not regular ads. They are made to seem like a movie with the name, story line, actors (who often are models appearing in print ads), director and producer credentials. To make it appear as a real film, companies also avoid showing names on products or explicitly stating what products or even brand name actors are wearing. Hence is where they are launched and showed. Karl's Film "The Tale if Fairy" was posted on Chanel's website on the day it was premiered at Cannes Film Festival. Within few days after, film has been re-posted on YouTube and shared over million times on Facebook, Twitter and various fashion websites and magazines. Film helped Cruise collection become the most successful launch on Internet.
Bottega Veneta's film has been also posted on various YouTube channels such as Fashion Illustrated, mentioned on Style.com and other websites. Buzz keeps on spreading. It will be a success.
Companies that employ this new way of advertising are actually saving millions of dollars in print ads and prime time fees. They are also follow Seth Godin's, a famous marketing author, idea of Permission Marketing. People who watched the movie had to make a move to click on a link on some other website or at least hit "play". Film was not forced on them via nasty ad during the TV show or put before table of contents in the fashion magazine. I think short films are very effective and it is a future of fashion advertising.
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