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On the first count it seemed bizarre. LOUIS XIII has commissioned their agency Fred & Farid New York (FF GROUP) to make an ad titled 100 Years. The ad has been made and sealed. It will only be released in 2115. 100 years from now. Director Robert Rodriguez ( Moonwalk production), the client and the agency all are fine with it.
On the second thought, it seems a brilliant move. It is in sync with the brand thought. The French cognac maker Louis XIII (“Louie Trez”) officially known as Louis XIII de Remy Martin is all about craftsmanship. It is made from from wine grapes grown in the Grande Champagne territory of Cognac, France. It is costly, the last release of 700 ml bottles was at INR 2,00,000 per bottle.
Approx INR 14,74,000
Remy Martin It is said that it is blended from 1,200 eaux-de-vie (brandy) that takes 100 years to craft. It is aged in its own cellars in oak barrels that are several hundred years old. LOUIS XIII is ‘One century in a bottle’ : each decanter takes four generations of cellar masters over 100 years to craft. They never see the finished product, similar is the 100 year film, all associated with it has again devoted their craftsmanship to create a product to e consumed later.
It is here that the idea was embedded and realised. The film genre or plot is not known. The filmmakers describe it as set in the current world. Malkovich plays the hero, Chinese actress Shuya Chang (Revenge of the Green Dragons, the upcoming Crouching Tiger Hidden Dragon: The Green Legend) plays the heroine, and Chilean actor Marko Zaror, who appeared in Rodriguez’s Machete Kills, plays the villain. The only public connect is the teaser which expectedly ends with three possible scenarios that you can choose from.
Remaining true to the concept, even the cast and crew of 100 Years will never see the final cut of the film, not even Rodriguez, who sent his rough edit out for visual effects to be added and never saw the final cut before it went in the vault.
As per the adfreak article the completed film will be placed in a safe specially designed by Fichet-Bauche, a two-centuries-old French security company, at the Sheats Goldstein Mansion in Hollywood. The safe, fitted with bulletproof glass and a state-of-the-art timer that records the time and date and will mark the countdown, is slated to travel around the world under high security for an international tour beginning in Hong Kong on Dec. 11, before it reaches its final destination at the House of Louis XIII in Cognac, where it will remain until it will automatically open in the 22nd century. Louis XIII is giving 1,000 silver-plated movie tickets to certain “influencers” around the world so their descendants can one day view the film.
Hopefully they have also provided some details and locked production equipment to see current time, otherwise we know how the formats are changing. Today it is tough to find way to see a file that was stored on a floppy or a VHS. Maybe they have planned some investment for updating the format. Otherwise it will be a film that will never ever be seen.
Think of the paid unpaid media, the social media buzz that this will generate. The amount of speculations it opens itself to. How at every step of the process the brand values are endorsed and embedded in every message on the subject.
What do you think, Is the stunt worth it.
