The American Honda Motor company...[brings] out this week three short films-- a k a long commercial-- to be watched online...The webisodes, directed by Derek Cianfrance, are low key in their promotion of Honda and are polished and absorbing enough to make a viewer (almost) forget they are sponsored shorts, and part of the trend toward branded entertainment...
"Honda and the automotive business are under pressure," Mr. Shapiro (President of the corporation) said. "The question is, how do you prepare for the other side of the recession?"
The answer is a campaign like this, he said, which "isn't some spots disguised as shorts" but rather entertainment that is "content driven."
- New York Times: 12January2009
http://www.nytimes.com/2009/01/12/business/media/12adcol.html?_r=1&scp=1&sq=honda&st=cse
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