The video was done to back Ecko's graffiti-centered game Getting Up-Contents Under Pressure while also handily continuing Ecko's own personal crusade for freedom of expression (at least expression of the spray-painted variety). The video is posted at stillfree.com with lots of First Amendment talk from Ecko.
So with an enormous idea like this (did I mention the premise? It's tagging Air Force One) a huge weight falls on the executional details. Droga and his production partners Smuggler and director Randy Krallman come across with something so authentic that it fooled the right people, at least a little, at least for a while—actually causing the Air Force and the unit that operates Air Force One to check that the plane was unmolested, and of course ensuring enough coverage on blogs and in the mainstream news media to achieve the desired cultural splash. When your media post-analysis includes not only page views and minutes of media exposure, but number of calls from government authorities, you know you're not dicking around. The bar is set high for this new model marketing army.
Special bonus Mention of the Week
We thought we couldn't love Wes anymore than after seeing The Life Aquatic, particularly the scene where Bill Murray finds out Owen Wilson is his son and he excuses himself to walk to the bow of his ship to have a cigarette accompanied by "Life On Mars." We were wrong. Oh, and we also love American Express for paying for it.