Behind the Buzz - digital and interactive advertising and marketing

Fila Film

by Rachel on June 6th, 2008

The idea

I like this, the film is fun and full of puns when you know the subject is trainers. (language and violence probably not suitable for minors) Yes, I gave away the twist, but you can groan at the script more that way!

Rooted in the British gangster film genre, cult actors and faces of Fila, Danny Dyer and Tamer Hassan, play two South London hitmen who are summoned for a job to see the big boss. They are ordered to find two Italian culprits and beat them up accordingly. The film ensues with both Danny and Tamer dishing out the punishment, revealing the final twist at the end of the film in the form of two distressed trainers. The Worn Again ‘Centre Court’ trainers appear in the Summer 08 Fila collection as a pre distressed style.

What do I think

Hi production values, cult actors, groan worthy script, the video is worth watching. But it’s not appearing to be overly popular; the email I got said it had 9k views in 8 weeks; it’s got 2k more since then, showing that it is a steady grower rather than a rapid hit. Both types of video have their advantages, steady growth can have a longer and borader appeal than something that blazes out and then dies, supported by heavy promotion. They’re entering the film in a number of festivals as well, which adds an extra dimension and will increase the appeal and reach.

The Pitch

Frank PR fail here. The idea is good, but it’s a generic email tied to a press release. Nothing additional of interest over and above the video A D-

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POSTED IN: Buzz Marketing, Entertainment Marketing, Pitches, UK Marketing, Video Content