Anderson x Montblanc

As I was paging through the FT's weekend magazine, I noticed an ad for Montblanc celebrating the 100th anniversary of the classic Meisterstück pen, teasing a brand film written and directed by Wes Anderson to mark the occasion.

This quirky film - acted by Wes Anderson, Jason Schwartzman and Rupert Friend - runs just over 3 minutes and delivers all of the goods that a brand and product film should. And has all kinds of links out to learn and buy.

The familiarity of Wes Anderson's signature aesthetic, and the unexpectedness of a commercial for expensive pens combine in a way that reminds me of the term “optimal newness.” New enough to be interesting. But also recognizable.

The story takes place in a cabin near (on?) the real Mont Blanc in Switzerland to make the association and to ground their appreciation for Montblanc's writing instruments.

After a few zany adventures, the film closes with each of the characters writing something. A letter to mother. A journal entry. And a story about medieval feudalism that opens with the line:

It was a week before the solstace when little Helmut realized he was being hunted by a polar bear.

True to form.

Link below to the page to watch the film, and learn about and shop the collection, which includes a new product co-designed by Anderson himself.

https://www.montblanc.com/en-us/discover/campaign/wes-anderson