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Brief Published: 7 Dec 2012

Dunhill Takes Branded Video to Next Level

Extra

A compelling real-life story and its art house production values have set a new film, by British luxury menswear brand Dunhill, apart from the majority of branded video content – to such an extent that it has caught the attention of the UK’s Channel 4.

Entitled For the Love, Dunhill’s atmospheric black and white film follows British millionaire businessman turned amateur jockey Sam Waley-Cohen ahead of his bid to retain the Cheltenham Gold Cup – which he did in record time. The makers shadowed Waley-Cohen for a year on his journey towards becoming the first amateur for 30 years to take the crown.

Channel 4 – one of Britain’s most-watched TV networks – was so impressed with Dunhill’s creation that it took the unusual step of screening the film without charge on November 24. It was programmed straight before the Betfair Chase, which is a high-profile racing event at Haydock Park Racecourse in north-west England.

The cornerstone of Dunhill’s marketing strategy remains the celebration of the achievements of ‘men of worth’ – talented professionals and often non-household name industry stalwarts. Previous stars of its advertising campaign The Voice have included an architect, a ballet dancer, a filmmaker and various Olympic sportsmen. For more on why many brands are eschewing celebrity ambassadors in favour of a new breed of influencer, see New Brand Ambassadors.

More details of Dunhill’s brand strategy can be found in Dunhill: A Journey of Discovery, The 8 Days of Dunhill and Dunhill’s New Voice.

Branded Video’s Golden Age explains why high-quality video content is an ideal medium for premium brands to exploit.

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