There seems to be a trend right now for artsy interiors videos, evoking rather than openly advertising brands.
I say a trend, I've come across two but one more and it'll be a trend (for this is the founding tenet of lifestyle media) so it's near enough. And I must say I'm finding them perplexing. But that's probably just me. You can decide for yourself.
First up, we have the silky collision of an Emily Dickinson poem, a sleeping Sophie Ellis Bextor and a global paint brand. Here's SEB, stirring from a meaningful sleep and artfully bathed in a particularly mesmerising dawn light. It's sort of golden, or is it pink, maybe a bit apricot-y... Or maybe it's Copper Blush, Dulux's Colour of the Year... See what they've done there?
Next, enjoy the Bo Concept short Nordic Noir movie (be prepared, it's quite a bit longer...).
It stars the Danish actor Mads Mikkelsen and his sinister range of facial expressions, along with the strapline "bringing two Danish style icons together". I couldn't help imagining the marketing team's brainstorm as the short film unfolded. And they were right: when I watched The Bridge, I kept checking out the furniture in the background too! Is this the next logical step? It's solely hosted on the BC website, so to watch it you'll have to go here.
After that, you'll need some light relief. If you get giddy browsing Farrow and Ball paint charts (we've all been there), you'll enjoy this. Meet India and Arabella. You'll never to think of Elephant's Breath in quite the same way again...