Wow... Mercury has launched "The Neverything", a short online film about, well, I'm not sure it's about anything, really. The film is about two brothers who live on a houseboat that's not on the water, they hang out in their underwear and eat a cereal called "frosted sugar balls." It has ABSOLUTELY nothing to do with Mercury at all, except for the fact that their logo is on the site.
I think this campaign should definitely bring about conversations on how effective branded content is. You may remember their "meet the lucky ones" campaign... Somehow this new one is even more irrelevant and unrelated to the brand. Anyone know what agency did this for them? Anyone have a clue as to the connection with Mercury? I'm speechless on this one.
The Neverything: www.theneverything.com
Update: Adrants points out that this is a part of a larger campaign. There's another site at: www.lovelybysurprise.com. The two sites are supposed to show two sides of the story. I guess the idea here is that a writer's fiction takes over her real life. Is that the connection with this campaign?