In this social media age, many believe the future of advertising lies in heretofore unseen levels of consumer engagement. While John and Jane Doe may fast-forward through pesky DVR commercials, they will – it is assumed – pause and play with something on the iPhone or iPad, if it merits their attention.
That’s the idea behind Being Henry, a super-cool interactive Range Rover film recently shot in LA that allows viewers to click and drag a live-action lead character played by Leo Fitzpatrick (The Wire, pictured) and thus dictate where he goes, and what he does. Per the press release:
“The film is one of the most adventurous projects I have worked on and has been a real learning curve for me on how interactivity online is the future of really engaging with consumers,” says the commercial’s director, Nick Gordon.
He’s not just blowing 92-grade fuel exhaust smoke. This commercial for the Evoque model really is slick, with nine different storylines and 32 possible endings. Definitely worth a look.