I just saw a short film about robots by Spike Jonez called “I’m Here”.

This film could be about many brands that are trying to move into new media. They only  broadcast their messages, like robots. And now they know they must engage with consumers, but frankly they don’t really know how.

And in a way, when Channel Signal examines Facebook, Twitter, YouTube, Yelp, etc…we see  an awkwardness by many of these companies. And that is beautifully reflected in the first part of this film.

“I’m Here” is about two robots and they find life. For me, the telling moment in the film comes when a woman on a bus bench sees our female robot driving a car. She screams at her “You can’t drive that car. You can’t do that!”

Well, brands and retailers, you can “do that”. You can let go. You can loosen your grip on the communication loops. You can listen. And you can respond, through your people.

“I’m Here” was sponsored by Absolut. Brilliant move. Virally the film has exploded carrying Absolut along for the ride.

Here’s the trailer.

There are viewing times for the movie, which is clever.  So, go to YouTube, find the movie and watch for the arrow, and then click on it.  And take a look how Facebook was used.

Ain’t it great. Anything is possible when there is a great story.