The ultimate "demonstration" ad: A 30 minute film
Vishal Bhardwaj's new film is completely shot on the iPhone
I’m a big fan of demonstration marketing. Instead of doing all this “higher order benefit” jazz that gets mainline agencies excited, I like it when brands put the product promise to the ultimate test, often leading to very entertaining results. I made a compilation of those a few months back, here - some really neat demonstrations by BMW, Blendtec, Volvo and Getty Images.
But we can get even more meta about this - what if the content itself were an outcome of a product? The classical example which most people will be familiar with is “Shot on iPhone”. In fact, you can pretty much explain demonstration marketing with that one campaign. This week, I saw Apple themselves take this campaign up a notch by officially doing what many filmmakers have been doing for years now - shoot a movie entirely on an iPhone, recruiting no less than Vishal Bhardwaj to direct it.