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Posts Tagged ‘Angela Eddleman’

Pereira & O’Dell Reveals the Strange Lives of Scrabble Tiles

It’s always refreshing to see a TV spot that breaks the mold of how a certain type of product can be marketed. Not that I’m saying Pereira O’Dell and prodco Biscuit Filmworks’ newest campaign for Scrabble is revolutionary, but I think if we ever hear the phrase “board game ad,” most of us have an pretty set idea of what it looks like, no matter what game is being advertised.

Well, it looks like two things happened here. First, Pereira & O’Dell creatives decided to think quite far outside of the box and presented this concept to Mattel. Then, probably quite surprisingly, Mattel decided to approve a hell of a budget. Now, we have a campaign that take us away from the smiling family sitting around their dining room table and into the world of Scrabble tiles. And, if you ask them, there’s nothing quite like being “Blank.”

Because I’m a bit of a sad bastard mess this Friday afternoon, this “Lonely Q” spot struck a nerve with me. Let’s just say, I’ve never before sympathized with the letter Q for any reason. But, things seem to work out for him, and maybe all it takes to get back on your feet is the ability to sit down, meditate over a friendly game of Scrabble, and remember how to be yourself. But, then again, I’m probably reading into this a little too much.

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Branded Film ‘The Beauty Inside’ Combines Star Power, Social Media


To promote the Ultrabook, Toshiba and Intel have partnered to create a new “social movie,” a film that blurs the lines between web series, traditional feature film, and social media-driven interaction.

“The Beauty Inside” is a movie about Alex, a guy who wakes up looking like a different person every day. Then he falls in love and it becomes a problem, because what girl is going to be down with a wrinkly old man one day and a beautiful, lithe woman the next? It’s a fitting plotline for a social movie, because it leaves space for real people to act as Alex.

To find those real people, Toshiba and Intel are hosting auditions on their Facebook page. From July 24 to September 13, aspiring actors can submit photos and videos for a chance to be in “The Beauty Inside.” As with anything social, more sharing and likes increases an actor’s chance of getting featured.

On August 16, Toshiba and Intel will show the first of six episodes on their Facebook page. The audience will be invited to share their input and encouraged to keep auditioning as the story unfolds.

This project seems like a solid combination of vital entertainment factors. “The Beauty Inside” features one familiar young celeb, one up-and-comer (Topher Grace and Mary Elizabeth Winstead, respectively), and will be directed by Drake Doremus, a man with Sundance clout. Viewers can easily get involved and have input in the plotline when they audition, and they’ll then spread the news to their friends and followers. This may be an elaborate creation for some simple product placement, but a branded movie with both star power and shareability seems likely to succeed.

Credits after the jump.

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