It’s true, such a thing exists and I’ve discovered it.  Whilst perusing through the latest offerings on YouTube, (now with new widescreen player!) I came across this little gem that’s sure to be a classic in the brand film world.  The JCB Action Brand Film!. Admittedly they we’re probably just setting out to make a really cool film about their construction equipment but I was pulled in to what is probably some of the most heartfelt brand emoting I’ve ever done. Seriously, after watching this I simultaneously wanted to own a JCB construction vehicle and make a career out of digging holes in the rain while in slow motion.

Would I have done anything differently? No absolutely not. This film is a masterpiece of extraordinary cinematography and editing. My only addition might be to intercut scenes showing a rain soaked battle between vikings and medivel knights happening in between the construction vehicles while bikini-clad, models playing electric guitars rocked out on top of the diggers.  If JCB wanted to take this viral anyway…

But in all serious I tip my hat to this production team, they’ve explored new frontier in the burgeoning brand film genre and it is sure to be repeated by others.

check it out:

JCB

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