Land Rover steers IFC


NEW YORK -- IFC said Wednesday that it will produce a custom half-hour documentary for Ford Motor Co.'s Land Rover about location scouting in filmmaking that will integrate and showcase the rugged vehicles.

The docu, "Action Indies: Extraordinary Location Scouts Presented by Land Rover," is part of an integrated partnership with Land Rover and broadens IFC's business model by offering such partners as SKYY Vodka, Heineken, Target, Red Bull and Yellow Tail "innovative and nontraditional avenues to effectively target and reach consumers," IFC said.

Featuring commentary from directors, producers, cinematographers and other key players in the location process, the film profiles two location scouts working in different environments -- the Australian Outback and Los Angeles. Land Rover is branded throughout, with each scout driving a Land Rover as they seek locales for films. Footage will include interviews with the scouts from inside the Land Rovers while on the road as well as shots of the vehicles in L.A. and Australia, highlighting the Range Rover Sport's "urban sophistication" and the Land Rover LR3's off-road performance, IFC said.

"We're excited to be working with Land Rover on this groundbreaking partnership that provides them with a unique and creative opportunity to platform their brand," said Alan Klein, senior vp partnerships and licensing at IFC. "This customized content allows us to strategically integrate Land Rover into an original film that will entertain and engage IFC viewers and continues the network's overall strategy to generate revenue as a commercial-free network while providing value to its partners by allowing them to effectively target and reach consumers."

Asked how IFC could still consider itself a commercial-free network while airing content created specifically to serve as marketing platforms for advertisers, Klein said: "The promotional vehicles we create are designed to reach consumers and engage them on a level where conventional commercials can't compete. Rather than a traditional 30-second spot, each on-air promotion integrates the original content on IFC with the sponsors' product in an uncluttered environment. Even more unique to these partnerships is that IFC remains true to its 'TV. Uncut' brand by working with partners whose brand positioning is in line with what IFC represents and the audience it attracts."