Since the Super Bowl puts most sports fans in the mood for beer, we thought we’d bring back an old beer ad favorite — The Carlton Big Ad, created by George Patterson and Partners (Young & Rubicam) of Melbourne in 2005. An epic parody of Peter Jackson’s “Lord of the Rings” battle sequence, the commercial, also filmed in New Zealand, shows men in maroon and yellow choir robes rushing and leaping across a sweeping rugged terrain, while resolutely singing new lyrics set to the medieval tune “O Fortuna” from Carl Orff’s cantata “Carmina Burana.” Although the commercial looks like it was made with a cast of thousands, it actually only used 350 people, with the crowd replication software, Massive, filling in the rest of the extras in post-production. “The Big Ad” went on to win numerous awards, and undoubtedly paid for its production costs and then some through the millions of times it has been viewed on the Internet.
Co-branded marketing has long been a part of the film business. Tacit endorsements – a star holding a brand label-legible soft drink can or a box of cereal sitting prominently on the kitchen table as the TV family eats breakfast – register subliminally in the viewer’s mind. Better yet, aligning your brand identity with a sexy, daring superhero raises desire. Lately, video shorts and YouTube have brought another type of co-branded marketing to the forefront. The one above is timed to the release of Peter Jackson’s new “The Hobbit: An Unexpected Journey,” filmed in New Zealand. It’s a concept that works beautifully, from its tie-in with the title “Unexpected Journey,” to the on-board safety instruction for Hobbit passengers heading to Middle Earth, to its plug for Air New Zealand. The airline is also offering a global sweepstakes. Count the Elvish codes in the original safety video, visit the website to unlock the code, and you’re entered to win a round-trip ticket for two to attend the world premiere in New Zealand, along with other Middle Earth prizes. It all works – and travelers may even pay attention to the safety video rather than take a snooze.