Tyres make better movies

We blogged about brands invading traditional media, such as the story about the 24 hour Audi TV channel launched here in the UK - see [Audi channel launched] and we also wrote about innovative use of the web by Hollywood [launch movie by blog]

But now we see again something new. Pirelli the tyre manufacturer is releasing a movie. Ok, it is a short-film, but yes, this movie named "The Call" is by a real hollywood director, Antoine Fuqua ("Training Day", "King Arthur") and starring legitimate Hollywood star John Malkovich and supermodel Naomi Campbell. The story has Malkovich as a priest, Campbell as the devil, and is about good and evil, obviously. I read about it in Monday's issue of the International Herald Tribune (30 Jan 2006)

There have been movies about brands. Such as films by BMW and Volvo, featuring their cars. This Pirelli film is not about tyres. ???? It is a film about the corporate slogan of Pirelli, only, and that is where the only connection to Pirelli lies - that "power is nothing without control".

I have to say that this is pretty clever marketing. To be brave enough to run a major budget movie with legitimate stars and a name director, and then avoid putting the "spin" of Pirelli tyres into the film. Oh, and yes, the film will be marketed mainly through the Pirelli website, and there will be sequels etc.

But yes, yet another case of competitors appearing "out of left field" - from areas we really did not expect. If a tyre manufacturer can get into making movies, what is safe? Nothing. Oh, and once the movie goes live, we hope to post links from here. So do come back.

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