Take This Job And Film It

Examples of advertainment or brand-sponsored entertainment are cropping up at a regular interval now. Could it be, brands–consumer and B2B–are ready to embrace this form of content full on? I think yes, especially when you factor in the internet as an affordable distribution channel for the content.
Navistar International Corporation, which markets a new long-haul truck, the LoneStar, with a sticker price of $120,000 to $140,000, is in the game.
In Drive and Deliver, Academy Award-nominated director Brett Morgen journeys into the hard-driving and frequently misunderstood world of long-haul truckers.
According to The New York Times the work is coming from Fathom Communications in Chicago.
Mark Leger, managing director at the Chicago office of Fathom, said the film is a way to “elevate the conversation beyond products and product specs.”
The soundtrack includes music by Merle Haggard, Lynyrd Skynyrd, the Marshall Tucker Band and Hank Williams.
Drive and Deliver premiers during the Great American Trucking Show in Dallas, TX, on Friday August 22nd.



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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.