CNN Films is commemorating the 50th anniversary of the moon landing with the feature documentary Apollo 11, and Land Rover and Samsung are joining the celebration by creating related branded content of their own.
Land Rover and Samsung, both presenting sponsors of the film, partnered with CNN’s brand studio Courageous to produce digital video content tied to the anniversary.
To promote its Discovery SUV, Land Rover created two films featuring women who are on the frontier of space exploration. One, shot on a Mars desert research station, features citizen-science astronaut candidate Shawna Pandya, while the second focuses on Natalie Panek, an aerospace engineer working on the planned international ExoMars rover. A 30-second spot will run in theaters before the documentary while a longer version of each film will be shown across CNN’s digital and social channels.
Samsung’s cross-platform campaign tied to the anniversary promotes the QLED 8K TV and includes branded content featuring retired astronaut Scott Kelly talking about his experiences in space travel. The film will launch across CNN’s social properties in July, coinciding with the anniversary of the moon landing.
Samsung also sponsored a three-part video series tied to the documentary launch. The series spotlights female visionaries who are at the forefront of developing groundbreaking technology for the space program as well as recruiting the next generation of leaders.
“Cultural context, technological innovation and great storytelling are at the core of our partnerships with Land Rover and Samsung, both tied to this groundbreaking film,” said Michal Shapira, SVP, head of content partnerships, news (CNN, HLN, Great Big Story) and Courageous Studios at WarnerMedia. “The juxtaposition of this historic moment and the future-forward way it’s brought to life are what make these brand programs so special.”
Apollo 11 premiered at the 2019 Sundance Film Festival and was released in theaters in March.