Somers Town

A new film 'Somers Town directed by Shane Meadows, produced by Mother Vision for Eurostar. This is a new type of branding, beyond product placement, where the whole story evolves around Eurostars core values and product - high speed trains and London St Pancras Station. 

“Brands are in a position - like never before - to connect or build relationships in more interesting" Mother Vision,

I think this could well be the way forward for some brands, looking to establish their credibility on a long term basis. The use of the brand is very subtle - apparently it is not really mentioned at all but the place - the newly redeveloped station features. The fact the brand isn't shoved down the throats of the views in an obvious brash manner is refreshing and I feel this will bring greater goodwill to the brand (on a personal level I am impressed at Eurostars bravery supporting a full film and taking the backseat, letting the film shine)

It could however be argued that this is another example of subliminal marketing, a dangerous tool, and could cause eurostar to appear sneaky and untrustworthy. 

Article: http://www.creativereview.co.uk/crblog/somers-town-a-new-experiment-in-brand-communication/