John Malkovich and Naomi Campbell - The Call (short for Pirelli)



John Malkovich and Naomi Campbell - The Call (short for Pirelli)

"The Call" is a web-only short movie commissioned by the tire maker Pirelli and supporting the company's brand statement "Power is nothing without control."

The Call will be the centerpiece of Pirelli's new marketing campaign. Advertising in other media (including print and television) will be built around the internet film project.

It is a good example of the crossing of entertainment and advertising, with the web and other new media as key platforms.
As traditional ways of reaching consumers, including the 30-second television spot, are losing their power to persuade, campaigns like this one, reaching consumers via entertainment and relevant branded content embedded in an interactive environment, are the way to go.

The automotive industry in particular has been jumping on the bandwagon. A few years ago, BMW had a series of short films, directed by big names like Guy Ritchie and distributed on the Internet. Volvo also produced a short film about a fictional village in Sweden where every resident bought a Volvo on the same day. But this Pirelli campaign takes a next step: the branding is very subtle, where as Volvo and BMW still had their product as a centerpiece in the movies.

The film is not entirely out of character for Pirelli, which has always relied more on image-driven campaigns. We all know and love the famous Pirelli calendars. Naomi Campbell already appeared in one of the previous editions.

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