Key to Reserva + Martin Scorsese + Freixenet wine
Is this how advertising should be made from now on? In a media environment where consumers became the producers, where brands are in an open dialogue with their audience, one-off campaigns became long-term brand utility platforms there is space for something like this campaign for Freixenet wine from JWT Spain. A short film called, “Key to Reserva“.
An elliptic story where an inquiring journalist refers to a director (Martin Scorsese), who on his turn refers to a story from another director Hitchcock, and he refers to a story and the story refers to a particular wine which is the brand that’s advertised. Intelligent, with hints of funniness, elliptic, documentaristic and implicit. Pure 21st century advertising. I find this model of telling a story through another story brilliant and intriguing. The active, digital, savvy consumer can now cope with the elliptic style of this new breed of campaigns which use a complex or other times turbulent multi-referential narrative and tell a story inside another story using another story …Stop…I am lost (TV series), check p.117.
Take for example the Believe campaign for Halo 3 where a fictional war is fought in the future and the brand operates in an implicit dramatized way inside the context of this war, flipping the question from how do we approach the hard core gamers to what is the best way to honor a hero.
Trans-media, multi-layered referentiality and complexity is a new vehicle giving people brand “flesh” to decode and engage with at a level of reality other times brand reality or other, alternate reality (The Dark night).
Another recent example of a complex ( story inside a story ) narrative appears in the movie “Synecdoche New york” by Charlie Kaufman, writer of “adaptation”, “the eternal sunshine of the spotless mind” and “Being John Malkovitch”. Kaufman, one of the most inventive storytellers of contemporary cinema, in his screenplays refuses to give too much to the audience and demands deeper engagement from the viewer creating multiple layers of reality and puzzling worlds that often require more than one vieweings to dechifer.
