Brand-Sponsored Film Done Right

Thanks to @blakerutherford for pointing me to this. Yesterday, I wrote about brand-sponsored music done right. Today's example is film. Spike Jonez, of Where the Wild Things Are fame, has released a short film (30 minutes) titled I'm Here that was paid for by Absolut Vodka. Although the brand has no representation or product placement within the film, the Absolut brand has prominence on the website where the film can be watched online and had 230,000 unique visitors just last weekend. While it may be difficult to understand why a brand would make this kind of investment, with the historical success of Spike Jonez Absolut could feel that not only would the investment generate a creative and profound product, but that people would seek it out.  And ultimately, Absolut endears themselves to consumers with support of arts like this film.  It is brand-sponsored film done right.Here is the trailer: