LICENSE THEMATIC ELEMENTS / RECREATE AN ICONIC SCENE
Using thematic elements from a film or TV show can include recreating a famous scene, reconstructing the world or setting of a film or TV show, or incorporating any recognisable elements or references of a film or TV show.
This approach doesn’t involve using actual footage or characters from the original property. Licensing thematic elements can be a great approach to leverage the popularity of a classic film or TV show without having to shell out to use the original, often A-list, talent.
CONSIDERATIONS:
You might be tempted to avoid getting a license if you feel you’re only ‘lightly’ drawing on a film or TV show. However, Rights Holders are incredibly protective and proactive in ensuring their IP is not being leveraged in advertising without permission.
Some properties have added sensitivities. Bring us in early for a steer on feasibility.
Be bold with your creative. This approach is a great way to put your own spin on a classic movie or popular TV show.
CASE STUDY #1:
Facebook x Rocky
For Facebook’s first ever Super Bowl spot their agency, Wieden+Kennedy Portland, developed a script called ‘Ready to Rock’ which was themed around the diversity of different Facebook groups relating to rock.
It was our job to manage the licensing of the thematic elements borrowed from the iconic Rocky film franchise. Within the spot we see Chris Rock recreate the famous scene where Rocky runs up the steps of the Philadelphia Art Museum. Sylvester Stallone then makes a surprise appearance as himself at the end of the spot. This is a great example of licensing thematic elements from an iconic film without using any actual footage.
CASE STUDY #2:
MoneySuperMarket x Thelma & Louise
For this campaign, MoneySuperMarket and their agency, Mother, used two Sindy dolls to recreate iconic scenes from Thelma & Louise. Whilst the actual characters did not feature nor was any footage from the film used, a license was required to borrow famous elements from the movie.
This is an excellent example of how brands can put their own unique spin on a classic movie by licensing thematic elements. As with all licensing approaches, the Rights Holders of Thelma & Louise still had to review and approve all creative from scripts and storyboards to final edits. Born Licensing managed the process from start to finish without charging the agency any clearance fees.
CASE STUDY #3:
Boursorama Banque x Rocky
Here’s another amazing example of an advertiser licensing thematic elements from Rocky. The French bank, Boursorama, and their agency Buzzman, developed a comical script in which the main character is inspired by Rocky and fantasizes that anything is possible – even training up to beat Mike Tyson in a fight.
The spot sees an office worker recreate famous scenes from the movie Rocky including soaking in a bath of ice, drinking raw eggs, and running up the steps of the Philadelphia Art Museum accompanied by the ‘Eye of the Tiger’ score. As MGM’s licensing agent Born Licensing were brought on to manage the license without charging Boursorama or Buzzman any clearance fees.