I’m Here: A Love Story In An Absolut World

Where the Wild Things Are director Spike Jonze premiered his latest brand-funded project, I’m Here, at the Sundance Film Festival last month. Jonze was apparently given creative freedom by the Absolut Vodka brand to make the film. The movie is  a love story about the relationship between two robots living in L.A.

“It was a pretty incredible opportunity,” he said. “They didn’t give me any requirements to make a movie that had anything to do with vodka. They just wanted me to make something that was important to me, and let my imagination take me wherever I wanted. And it wasn’t like working with some huge corporation where I had to meet with committees of people. It was just a small group, and it seemed like creativity and making something that affected them emotionally was the only thing that really mattered to them. I got to make my first love story.”

Though it’s being premiered at film festivals and will be for sale in March, I’m Here is also a commercial for Absolut. So the film is also a strategy for reintroducing branding, to audiences increasingly impervious to traditional advertising.

And for companies that would seek to follow in Absolut’s footsteps, there is a challenge: Getting a guy like Spike Jonze. He’s known for quirky fare such as Being John Malkovich and our favourite film, Adaptation. But he’s also directed commercials for The Gap, Adidas, and Miller Beer.

One Response to “I’m Here: A Love Story In An Absolut World”

1. Noma Bazaldua says:

   April 7, 2010 at 12:41 am

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