AdAge recently ran a great article on the hit webisode series Easy to Assemble, a successful example of branded content for Ikea. [here's a preview]

The series, created by actress Illeana Douglas, demonstrates how film and marketing can work hand-in-hand to create real value as both entertainment and advertisement.  Even the title gives me a laugh when I consider all of the not-so-easy moments I’ve had trying to decipher Ikea’s pictogram assembly instructions.  It looks like Ikea has a good sense of humor about itself and understand its audience. Which, after all, is a defining trait of strong branded content: the ability of the brand to demonstrate that “we understand and respect how you, the consumer, perceive us and value us.”

This should also be a clarion call to independent filmmakers everywhere to take all of those great ideas they’ve been mulling over for years.  You don’t have to wait for the studios to discover you anymore.  You should be chasing down the brands with whom your project is simpatico.

[note: to find out why this article is titled the way it is, you'll have to watch the show!]