Consumer Insights · Media Strategy · Brand Planning | Los Angeles, CA

Prada Commissions a Wes Anderson Short Film

Writer/director, Wes Anderson, most famous for feature films like The Royal Tennenbaums and Rushmore, has been lending his services to brands recently. Last year, he directed a spot for the Hyundai Azera (disclosure: they’re a client). Now he’s back with a short film collabo with fashion brand, Prada:

Castello Cavalcanti stars Jason Schwartzman as a race car driver who crashes into a statue in the middle of an antiquated Italian village that’s apparently home to his family. There isn’t really a narrative structure, and it’s implied that perhaps time isn’t linear either (“You’re my ancestors!”). But the film is well shot, and interesting in a charming way Anderson has mastered.

There’s no direct messaging that relates to the Prada brand, however the “Branding” article linked above implies there’s an implied message of blending heritage with modernity. Beyond that, however, it’s an  interesting place for the brand to be. I think there’s something to be said for aligning a brand with like-minded places and partners, if your audience relates to them. Some brands get a little ham-fisted with this (“This guy figured out that a jet ski can tow a surfer, so buy a Mazda“), but this particular one seems to be just about right.

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