Land Rover and Samsung Board APOLLO 11' for CNN Films
Brands push boundaries with cutting-edge campaigns that celebrate 50th anniversary of Apollo 11 mission
May 23, 2019
This summer, CNN Films will commemorate the 50th anniversary of humanity's first steps on the moon with APOLLO 11': a feature documentary developed from newly-discovered archival footage from NASA and the National Archives. Land Rover North America and Samsung are presenting sponsors of the special CNN Films presentation in recognition of this global cultural and historic moment through multimedia campaigns that celebrate the exhilarating potential of human exploration, and seek to inspire the next-generation of space travel.
Directed and produced by Todd Douglas Miller, APOLLO 11' will premiere for television on Sunday, June 23 at 9:00pm and 11:00pm Eastern on CNN, with limited commercial interruption brought to viewers by Land Rover and Samsung. The film will encore Saturday, June 29 and Saturday, July 20 at 9:00pm Eastern on CNN.
APOLLO 11' is a cinematic event 50 years in the making. Crafted from a newly-discovered trove of 70mm footage, and more than 11,000 hours of uncatalogued audio recordings, the film takes audiences straight to the heart of NASA's most celebrated mission that first put men on the moon, and forever made Neil Armstrong, Buzz Aldrin, and Michael Collins into household names.
We knew Todd would create something special when we approached him a few years ago, but the immersive perspective of APOLLO 11' so fully recreates the experience of the original events that viewers will feel they are watching the original lunar mission rather than a documentary. The presenting sponsors, Land Rover and Samsung, reflect the same spirit of exploration of the historic events, said Amy Entelis, executive vice president for talent and content development for CNN Worldwide and, with Courtney Sexton, vice president for CNN Films, an executive producer for APOLLO 11.'
Land Rover will promote the 2019 Land Rover Discovery, a full-size SUV with seven seats that brings new levels of sophistication, capability and versatility to the Discovery family. The vehicle also features the latest connectivity technologies, a variety of innovative storage solutions and the Land Rover brand's storied on- and off-road capabilities. Bringing to life the vehicle's acclaimed Above and Beyond and Never Stop Discovering brand message, CNN's brand studio Courageous developed branded content that examines the fundamental human trait of discovery through the lens of two women on the frontier of modern space exploration.
For the first time, Courageous produced branded content for the giant screen, which will marry Land Rover in perpetuity to Apollo 11: First Steps Edition, a giant screen version of the film for exhibition in museums and science centers. The thirty-second spot was shot at a remote Mars desert research station, mastered on 70MM film print, and features Shawna Pandya, a citizen-science astronaut candidate. A longer-form version of Pandya's story about forging her personal trail to set foot on Mars will run across CNN's digital and social properties, and take over full commercial pods during the film's television run.
The second video will feature Natalie Panek, who shares her journey to become an aerospace engineer working on the planned international ExoMars rover and how she mentors the next crop of space engineers. The creative will launch across CNN's television, digital and social footprint in the coming weeks. In both spots, the Discovery is organically woven into the narrative, serving as the vehicle that enables these women to explore the edges of their unknowns.
Land Rover will also sponsor a virtual reality, 360-degree video entitled The Next 50 Years of Space Travel, which includes logo integration in the opening sequence. This CNN editorial galactic journey will conceive the next 50 years in space, featuring experts and big dreamers who lay out their visions for the future - from Martian colonies and lunar outposts, to the possibility of hyperspace and interstellar tourism. The overall program was created in collaboration with dentsu X, media agency of record for Jaguar Land Rover.
Samsung has also landed on a cutting-edge, cross-platform campaign that features the brand's QLED 8K TV, aligning the new era of picture quality with the technical feat of the film's production. Courageous is producing branded content for Samsung's QLED 8K TV that features retired astronaut Scott Kelly narrating a personal experience from his space travel. The creative will launch on the anniversary of the moon landing across CNN's social handles.
Samsung will also sponsor a three-part digital video series tied to the anniversary. This CNN editorial endeavor will spotlight a new generation of women leaders who are determining where the next great discoveries will be made, developing the latest technology to send humanity to the farthest reaches of the universe, and tapping a younger, more diverse recruiting pipeline that is opening doors for future dreamers.
Additionally, Samsung is launching a new Making History commercial for its QLED 8K TV, which features footage licensed from APOLLO 11' and revolves around the moon landing in 1969, when television enabled people around the world to witness one of the most monumental feats of humankind. In 2019, Samsung is making TV history again by pushing the boundaries of technology with QLED 8K, now allowing consumers to watch video content in the highest resolution this category has ever seen. A special 60-second version of the commercial will air during the broadcast of APOLLO 11' on CNN.
Cultural context, technological innovation and great storytelling are at the core of our partners
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Land Rover and Samsung Board APOLLO 11' for CNN Films
