A Content Driver

Black_Sapphire_Pearl.jpg
Los Angeles writer, Mark Haskell Smith, cerated a serial novel–Black Sapphire Pearl–for Lexus.
According to the Washington Post, he was paid “more than a modest book advance but less than what he would get for an episode of Grey’s Anatomy.”

Call it a fictomercial, a literatisement, branded entertainment. Lexus doesn’t really care. As long as it makes people lust after its new top-of-the-line car.

The story arrives in three installments in the Lexus quarterly magazine, which is sent to owners, the last part coming this spring. It’s also available, with interactive features, on the company’s Web site.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.

Comments

  1. Interesting. Reminds me of the BMW Films project: http://www.bmwusa.com/uniquelybmw/bmw_art/films