A history lesson or an ad?

  • PopPress
  • April 5, 2016
  • StopPress Team
A history lesson or an ad?

Content marketing is becoming increasingly creative and has garnered some attention on the StopPress newsfeed lately, so we thought we would share a piece that came to our attention in a StopPress comment by The Goat Farm creative director Vaughn Davis, about a beautiful multimedia article for Christie's auction house. 

Last year Christie’s auction house in London created an interactive documentary presentation about the discovery and reconstruction of a Submarine Spitfire P9374 to peak the interest of bidders.

To mark last the 75th anniversary of the Battle of France and the Battle of Britain an auction was held for the plane and rather than a classic catalogue listing, it opted for a multimedia article, which is just as interesting to watch as it is to read, with five videos, four moving images and photographs, both old and new, serving to entertain potential buyers while providing them with all they need to know about the plane.

The piece is set out in chapters, allowing for the story to be told from the initial discovery of the plane to its identification and history before giving an account of the restoration.

Marking the documentary's move from the past to the present, as the audience scrolls over the 'Restoration' title, the background image changes from black and white to colour.

To intrigue both the buyers and non buyers, the significance of the Spitfire’s story comes through in one of the videos when engineer Martin Overall says it has taken 12 men three years to reconstruct the plane, whereas in the height of the war Spitfires were made in only a week.

Overall’s interview gives the the audience a true appreciation for the scale of the task and the research required to make a genuine reconstruction.

The interactive article can be viewed here.

Other brands letting the creative juices flow in content marketing include:

Saucony, a running shoe and apparel brand, with a YouTube channel featuring 'Seeker Stories'. The entertaining series follows runners to see what they are seeking from a run.

Microsoft has shown its story telling skills with a blog called Stories.

RedBull is also big on the trend, getting amongst it by sharing videos of its sponsored sports stars. Even those not interested in the sport will enjoy the visuals.


This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The Compendium: 22 February

  • Media
  • February 22, 2019
  • StopPress Team
The Compendium: 22 February

Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit