This is a Sponsored post written by me on behalf of Untitled Jersey City Project for SocialSpark. All opinions are 100% mine.
Many of you have become regular readers of Keith Mullett’s “Commercial Grade” series, where he provides his review of the most ubiquitous commercials we all experience while watching sports. In this post, I’m going to look at a commercial that I cannot recall seeing during sporting events (though I could be mistaken), but that I’ve seen every time I’ve gone to a movie recently.
The ad campaign is called “Untitled Jersey City Project”, and it is called that because it is literally still untitled. In fact, one of the ways in which the ad campaign is trying to galvanize user interaction is by giving people a chance to suggest names that will latter be voted on.
Here is the official description of the series, which describes it quite well:
The eight short-form episodes of Untitled Jersey City Project are fragments from a larger story, with many of the story threads left unresolved. But from these eight episodes, this much is clear:
The story is set amidst the fast-developing Jersey City waterfront, just across the river from Manhattan. A shining new city is being built on the edge of this gritty town. But while the glass office towers and condos are sleek and new, the rules of the game haven’t changed one bit.
Everyone here has something to gain – money, fame, power. Or they can lose big. Or they could end up dead.
It doesn’t take long to realize that one of the stars of the show isn’t a character; it’s a car. The series is presented by Audi, with every scene involving cars providing some commercial-like actions views of the Audi in action. It reminds me of how different car brands would sponsor seasons of 24, and then throughout the season we’d see the brand featured prominently anytime characters needed to be transported from one place to another.
And as best I can tell, this is going to be an actual series on FX; at least, that’s my assumption from looking at the website: Untitled Jersey City Project.
I haven’t watched all of the short-form episodes yet, but I’m intrigued by the concept, more so from an advertising standpoint than the show itself…but that doesn’t mean that the show cannot or will not end up being good. Take a look at the “sneak peak” trailer video, which essentially lays out a plot that is reminiscent of Burn Notice, 24, or any number of other serial action dramas.
From an advertising standpoint, it’s another unique way for a brand to eschew the traditional methods and get creative. I’m all for that. “Product placement” used to be something of a negative term, but I don’t think it is anymore. Brands infiltrating our entertainment with their products in an unobtrusive, subliminal way is now a way of life; and since the brands are the ones funding the action, it’s hard to argue that they shouldn’t do so. I also think it’s an effective way to “sell” because you are doing subtlely, without viewers necessarily know that they are being sold to. It builds brand awareness and plants seeds, both of which are effective long-term strategies.
Time will tell how the “Untitled Jersey City Project” shapes up. They are getting a good number of views on all of the videos, so clearly people are watching. Will that create the impetus for the short-form vids to be turned into a series. We’ll see.
What do you think? Do you think this is an effective mode of advertising? Are you intrigued by the storyline?
About Jerod Morris
