“Paella Today is the most ambitious branded content process that we have encountered”
To bring it to life. In my case, as executive producer, I aimed to bring the film to life in all ways, from the script to its production. And Publips-Serviceplan has also done this. We gave it a commercial touch, more transmedia and it has brought innovation to the ways in which brands are endorsed, they could benefit in different ways.
Publips-Serviceplan isn’t just the communication agency and promoter, together with César and myself, it is also an agency that brings innovation in multiple aspects, both in its commercial objectives as well as in a new transmedia communication and in a different and ambitious branded content, as well as in the way they promote it.
Showcasing the Mediterranean and its people, giving a young and modern image of Valencia. Resisting clichés, laughing at ourselves and adding humour. Entertaining. And although as a backdrop there is the paella competition, (which is still one of our most international gastronomic icons with the most promotional potential. In fact, it is a worldwide selling point) it is a universal film about human relationships.
There is humour, polyamory, the freedom to love however you want, a campaign against established prejudices, where sometimes the most excluded people end up being those who teach us lessons… At the end of the day, we tell a story. All in an elegant humorous tone, sometimes reminiscent of Berlanga (a Spanish film director with a very distinct style).
Ultimately it is about telling stories. In solely audio-visual format, as is the case of cinema. And although cinema may have a more romantic aroma and is perhaps freer to tell these stories, publicity is also a field of expression if you have good partners or brands behind you. Even if advertisers sometimes disregard us a little, when compared to other artistic disciplines…
However, many cinema or television professionals already told me that this formula of starting with the product and then looking for brands afterwards is what they are employing in other cinematographic products to get funding in other countries. In this way, the boundaries between publicity, culture and other forms of expression: art, architecture, fashion… are also being blurred for brands.
I would say the latter. The starting point is a story for cinema with an entertaining spirit and a desire to tell the story. Then the brands that want to participate are incorporated into it because they have some aspect in common and they benefit not only from the presence, if it is explicit, but also from the story we want to tell. And that doesn’t mean that it isn’t a good product.
It is a young and modern film. And although it is set in the Mediterranean and Valencia and there is a cooking competition behind the main action, in this case a paella competition which acts as an international hook (paella just like Italian pizza is one of the international gastronomy icons with an excellent reputation) is a universal story.
Some have entitled it ‘Spanish Affair 3’ (‘Ocho apellidos vascos’ in Spanish) and perhaps there are some similarities in that it has a specific setting and in its comedic function, that much is true, bridging the gap in the budget or in its Mediterranean tone, but I’m not sure… I don’t see it like that. It is a story that could happen anywhere in the world, even if it reflects the Mediterranean, the local people and is filmed in Valencia.
Our film has been concocted for a large audience… well perhaps it isn’t for children, because we decided to show the lifestyle of young people nowadays. And there are a couple of racy scenes, but that is also part of life.