'Unfinished Hitchcock' Film From JWT

Following in the footsteps of a team of cinema legends, Scorsese not just shoots but stars in this nine minute promotional film for Freixenet.
The film was first launched on youtube.com before going on to TV/cinema and by launching online Freixenet have reached out to a new web-based audience and the film has rapidly become the most-watched video on the web.
The nine minute promotional film for Freixnet pays homage to Alfred Hitchcock and is entitled 'The Key to Reserva', which has hints of 'The Man Who Knew Too Much', 'North by Northwest', 'Rear Window' and 'The Birds'.
The advertising agency behind the film is JWT, the makers of ‘pop culture’ who are interested in stopping interrupting what people are interested in and instead being what people are interested in.
This Scorsese film is a fine example of JWT’s take on the future of advertising and branded content. JWT wanted to place more value on the product itself and their intention is that Freixenet’s Carta Nevada Reserva Cava moves on from being a mere advertising product to a position where it is seen in its true light: a top level cultural product.
At the outset, we see Scorsese discussing an apparently unfinished Hitchcock project, which he proposes to film himself. After some Hitchcockian opening credits it cuts to a young man as he attempts to locate the key that will open a box containing a bottle of cava. Having secured the key, fought off a baddie, opened the bottle and won over a beautiful woman, the advert cuts back to Scorsese talking about what Hitchcock would have made of it all.
In the words of Alex Martínez, Creative Director at JWT Barcelona, “never before has art been so close to and tied in with advertising”.
The agency wanted to produce something that would be pure entertainment. True to their philosophy that it’s not enough now to “buy” audience time, JWT wanted to put out a campaign which the audience would “choose” to spend their time with.
The ad can be viewed at Freixenet’s webpage www.freixenet.es
(SP)