If you're a Jerry Seinfeld fan, you'll probably know about his last series called Comedians in Cars Getting Coffee. Every episode is the same. It features Seinfeld presenting a wonderful vintage car which he has selected to drive a guest comedian to a previously chosen cafe or Diner for coffee and normally pancakes. Each episode begins with an ingenious and visually compelling ad about the vehicle followed by a brief journey in the car and then shares his coffee between two comedians who flow delightfully into conversation during approximately a quarter of an hour, talking about their work on the urban human condition. The idea, if you follow, is extremely simple and actually in one of the episodes Larry David congratulates Seinfeld for finally having achieved producing a series about nothing. Comedians in Cars Getting Coffee, which runs now in Netflix, is a magnificent example of brand entertainment. Actually, the web series was created by the comedian in collaboration with Akura, the luxury vehicle, a brand of honor, and it's a fabulous showcasing of luxury classic cars. The hard part about our engagement, as we know, is definitely keeping the interests or attention of our audience over time, as we heard in the previous interview. The search for new ways of delivering quality brand and content has opened a brand new business, Brand Film, which has produced already outstanding examples. Lego, of course, is a perfect example of a masterful story which features a product as a star and at the same time it creates the most attractive 90 minute commercial for a toy, we can imagine. There is no longer the obligation of being brief with your content. You just have to import talent from related fields and produce something good enough to maintain your audience's curiosity during an hour and a half or hours or months or even years like the Seinfeld case. Brand Film does a few things differently than commercial movies or ads. It's all about connecting to people and steering emotions using traditional storytelling and cinematic techniques which make that connection with fictional or non-fictional stories, strong and inspiring characters, conflicts that will keep people curious and even in suspense, a wise administration of the information you give users before they understand the story completely, and also, in most cases, an end which satisfies human's natural need for closure instead of ambiguity. This is of course what makes classic-three story out so popular. The world of content marketing is changing very quickly and we can certainly expect rather sooner than later a time where TV will be full of audio-visual shows and films without any ad spaces, because they are no longer necessary. Those films will have been designed from the beginning, in essence, to promote a given brand. Let's take some more time now to get into detail with an expert in the field, a Film Brand studio director at our very well known agency in two different interviews, one after the other. We'll come back later with slightly different stuff.
