Baz Luhrmann is known for his visually rich, often glamorous films like 1996′s Romeo + Juliet and 2013′s The Great Gatsby. But his latest work- though he says he approached it as a “whole movie”- is only four minutes long. It’s also meant to advertise a collaboration between fast-fashion brand H&M and high-end brand Erdem.
The film is called The Secret Life of Flowers and the title echoes the eternal-spring setting of the film as well as the design of many of the collection’s pieces.
This isn’t H&M’s first time collaborating with a high-end brand; they’ve worked with Karl Lagerfeld and Alexander Wang in the past. It is their first time working with a big director, however, and the effort matches not only the tone of the collaboration but also a rising trend in advertising.
As Marketing Dive discusses:
“The campaign serves as another instance where a brand is turning to Hollywood-caliber talent to give its video content marketing extra pop and a bigger storytelling element.”
Other brands that are using this same approach include Marriott with their Two Bellmen series we’ve written about before, and Dove’s new venture with the namesake of Shondaland:
“Unilever’s Dove has taken this approach a step further, launching a standalone production house with the TV showrunner Shonda Rhimes called Real Beauty Productions.”
This approach to content marketing is, as Marketing Dive mentioned, meant to help brands stand out in an increasingly saturated market with every brand competing for consumers’ limited attention. In this instance, H&M has been aiming to catch it first with snippets of this full video across social, both with paid and organic posts.
— H&M (@hm) November 1, 2017
All in all, this is a smartly teased and promoted campaign with a quirky edge from Luhrmann’s style that matches the feel of the collaboration. While it won’t be for everyone (just as not everyone loves Luhrmann’s films), that also works in the spirit of the limited-run of it.