Saturday, April 11, 2009

Niche Marketing

I don't know how it is in your part of the world, but here, whenever i go to my nearest theater specializing in "art house" fare, i'm subjected to at least one pre-show ad for Stella Artois. Thus, i now associate Stella Artois with sitting in the dark in a room 1/3 full and reading subtitles. Apparently, this is precisely what the company is shooting at. In fact, their new web campaign is taking it further. They've created a website that re-imagines a few random moments in pop culture history as New Wave cinema. The "Triple Filtered Film" above is the battle sequence in 8 Mile taken to a pseudo-beatnik level. Godard, Truffaut and Vadim mixed into one and made rather bland. I appreciate the effort....but i'm not sure what it accomplishes. Other than making Stella Artois look like the classy beret and scarf wearing beer of aesthetes.

Personally, if i want to see 8 Mile remixed with classic cinema, i'll stick with the old 8 1/2 Mile. Because really, i'm pretty sure the simple mashing up of "Lose Yourself" and Fellini's film says more.

For the other Smooth Originals, click here.

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