Blurring the line between content and advertising

I did not know that Kraft owns the Braun brand until now. I just read this article about Kraft Tassimo brand Hot Beverage System (why don’t they just call it a coffee machine?) has partnered with (why don’t they just call it hired?) Ogilvy and Mather to create a 3-part, 2-minutes each, webisode to promote the Braun Tassimo. It has interactive features such as letting the audience vote on what happens in the next installment and also nominate the Bob in their office.

Joseph Frydl, director of Ogilvy’s branded content and entertainment group said “We’re not going to pretend this isn’t marketing, but we’re going to have some fun with it along the way, and that’s really the spirit of how we handled the integration.”

I googled and found the video on AOL. I’m sorry to say that it really isn’t that entertaining.