This fall, expect to see channels full of Amercanized versions of Japanese game shows and even more reality TV. Cheap and easy to produce, the networks are producing heavy slates of that drivel as a busted economy has made advertising dollars disappear - dollars that were already headed for the web, now even faster. On the advertiser’s side, where marketing budgets have been slashed, an increasing number of forward thinking companies are embracing the opportunities the web provides to attract eyeballs on the cheap: thinking (quite literally) outside the box, and commissioning their own branded entertainment. From Dior’s Lady Dior Films - staring our favorite French actress Marion Cotillard - to Honda’s Dreams documentary series, and Oliver Peoples’ precious romp with Zooey Deschanel, it’s exciting to see corporates beginning to understand that subtlety and craft can be much more effective than heavy-handed 30 second spots. We especially like Hutchinson Tires It’s Your Ride: simple, elegant and to the point.

It’s Your Ride from Cinecycle on Vimeo.

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