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Deep Focus wins award for ‘Kill Bill’ campaign
MUMBAI: A few days ago at the DoubleClick Insight Awards in the US, entertainment marketing and promotions firm Deep Focus took home a first-place award in the Best Rich Media Campaign. Its campaign for Miramax’s film Kill Bill Volume 1 was cited for the honours.
Open to all agencies, direct marketers, and publishers in the US, this year’s edition of the Insight Awards received over 100 campaign entries. The Deep Focus campaign was designed to build anticipation and awareness for Quentin Tarantino’s kung fu film. This was done before the television advertising. The goal was to introduce the film’s potential audience to its marketing assets — trailers and TV commercials. As a direct result, there were more than three million unique audience interactions with the film’s content and five per cent of all opening-week impressions resulted in local show-time lookups. This helped put people in seats.
Deep Focus’ creative director Robert Knuell was quoted in an official release saying, “When we develop an online campaign, we implement unique and original creative executions which make the content entertaining and fresh.” Deep Focus’ president Ian Schafer added, “The campaign fortified the effects of massive amounts of television advertising by using high-impact online creative. The aim was not only to prepare audiences for the enormous shock they were about to get in theaters, but to also compel them to show up there and experience it in the key first weekend of release.”
“Kill Bill was a groundbreaking creative opportunity for Deep Focus immersing us in the surreal universe that Quentin had created for the film. The iconic imagery, the unforgettable characters, and the addictive soundtrack inspired our collective imagination, while removing all traditional advertising boundaries. This unique film deserved a unique advertising campaign, and we wanted to be the ones to deliver it.”
The Brooklyn-based firm has been creating original online advertising and media campaigns since their inception in 2002. In addition to Kill Bill Deep Focus has created creative and media campaigns for films such as the Oscar nominated documentary Spellbound, Old School (DreamWorks), Barbershop 2 (MGM), and Scary Movie 3 (Dimension).
Deep Focus was founded on the understanding of how fusing interactive and traditional marketing tactics can be leveraged to exponentially increase entertainment brand exposure. Doubleclick provides tools for advertisers, direct marketers and web publishers to plan, execute and analyse their marketing programmes.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
