For producers of video ads, capturing cinematic, location-specific footage typically involves investing hefty budget dollars at expensive on-location shoots, including flights, hotels and a laundry list of hidden costs. Factor in the headache of rising production costs, flight cancellations and unpredictable weather, and you’ve got even more production headaches.
That’s the message from film-licensing platform Filmsupply, with a new tongue-in-cheek campaign urging marketers and advertisers to consider “Flying Filmsupply” instead, choosing its licensed film footage rather than booking air for a production crew to shoot original material on location.
“Why fly when you can Filmsupply?” the campaign asks.
Filmsupply reinforces its “anti-travel agency services” theme with video infomercials, limited-edition souvenirs, a dedicated landing page and a digital package of display ads urging producers to consider “First-class footage, ready for takeoff.” Swag includes a “travel kit” with branded water bottles, pins and stress balls.
“It's a nice, fun package to wrap our message around,” said Spencer Cogburn, Filmsupply’s creative director. “We want to shift the producer’s mindset toward other options available to them besides expensive on-location shoots, and that we can easily match their production quality and standards.”
Filmsupply’s research found that, while location shoots may always be the desired norm, reaching out to cost-conscious production teams plays well with its key demographics. The company estimates that a single 2023 production on location may cost more than $40,000, including fees for the director, producer, travel and lodging, and location fees and permits.
“There are a ton of costs associated with taking your team wherever you need to go and you could be saving tons of money by not traveling,” Cogburn said.
A campaign heavy on nostalgia
The campaign “takes inspiration from the golden era of ’80s and ’90s travel advertising,” according to Cogburn, when excitable direct-response ads urged viewers to “take action now.”
One campaign video touts such footage as “mountains with snow, mountains without snow,” and a variety of shots of Los Angeles, New York and Paris, complete with sparkles and star wipes. The call to action also is distinctly old-school infomercial in tone—“But wait, there’s more!”—with the viewer urged to act now for 20% off the first order, as thanks for being a “frequent flyer of Filmsupply.”
“This footage is not available in stores,” intones the voice actor.
The campaign is driven by paid ads, email and social media, with the travel-themed merch sent out to a select group of Filmsupply customers. The company’s creative team designed all the assets for the campaign.
“It really cuts through the market,” said Cogburn. “It's our way to stand out and drive that message home in a fun way that makes you rethink how production should be approached.”