A few weeks ago Motorola debuted on TV with a spot to promote the Razr2 phone directed by Michel Gondry (Agency: Cutwater, San Francisco / Production Company: Partizan, Los Angeles / Visual Effects Company: Fly Studio, Montreal).
The spot in itself is very nice, but what I like most is that it's supported by a dedicated website which goes behind the scenes of the production, with an interview to the director, stills and sketches taken out of the storyboard. The unusual (and interesting) thing is that this is not the phone's mini-site (click here to see that) but a space only to present, highlight and emphasize Gondry's work on the spot.
What I see (and like) here it's a very good attempt of closing the loop of the investment in the TV spot, creating something that through the Web can extend its reach and appeal to a wider audience (creative people, movie lovers etc...). In this case, not the product, but rather the director is at the center of the stage, but I don't think this is a problem. As long as the brand is there, Gondry's leading role on the site becomes functional as an indirect endorsement to the product and to the coolness of the brand.
In the end isn't this just another clever way we should think of to cash on content?