Tuning up auto branded entertainment
By Simon Fuller. Changing gear. The automotive sector needs get ready to go extreme. The Bandito Garage, a production outfit backed by LA–based full-service media company Bandito Brothers, is revving its engines, ready to offer an integrated approach to content and positioning for the car world.
The Bandito Garage is poised to burn costs as well as rubber, offering a raft of production services all under the one roof, including commercial creation, product placement, as well as branded entertainment. Already, they’ve given us a taste of things to come with a slick film, and accompanying pics, to promote the BMW M3.
“It should come as no surprise when one says that things change fast in the marketing and advertising world,” says Sumer Friedrichs, producer at The Bandito Garage. “So our approach gets us involved from the beginning, and we address these changes by setting up a modular execution. Structurally, between our alliances and our players, we are built to run and gun and avoid added costs.
“The main objective is to offer up solutions,” Friedrichs continues. “If you need creative concepting… we got it; if you need us to point and shoot… we can do that, too.”
The Garage boasts some top talent, including photographers Vic Huber – who shot the BMW ad and has a long history of work on automotive projects – and Boyd Jaynes, whose work includes shoots for Nissan.
We’re excited to see what rolls out of this particular Garage, especially as the team is keen to make an impact when it comes to branded entertainment.
“By creating and executing diverse, well-rounded campaigns, content can be utilized for a multitude of mediums,” says Friedrichs.
In fact, it looks like the automotive arena as a whole is getting on board with whole branded entertainment biz.
“[The automotive arena] seems to be waking up,” says Friedrichs. “It has to. Agencies are being asked to push the envelope. Budgets and target audiences are a driving force for today’s content. Ford is a good example of that, in terms of their Fiesta Movement through social media influencers on the web, American Idol integration, and the Warriors in Pink breast cancer campaign.”
