Thursday, 25 March 2010

Jay-Z and Absolut: Everybody wins.

After seeing a cheeky clip of this mini documentary, there has been a lot of hype for this mini documentary. In just 15 mins, there's interviews with Jay-Z, clips of him rehearsing for his September 11th charity gig, as well as the big man drinking...yes, you guessed it, Absolut.

I think this is a great piece of branded content. Not only was it intelligently leaked and teased to audiences over the past couple of weeks, Absolut have produced something that people actually want to watch. To me, this is the key for the future of advertising. Doing a dissertation on virals, I am really beginning to understand the need to produce content that consumers want to watch and share with their friends. Who cares if there's 30 seconds of Hova drinking some vodka, the rest is really great footage.

Enjoy the stunning and clever filmography in black and white, as Jay-Z does what he does best, talk sense and rap sense. Well done Absolut.

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