Martin Scorsese has never been shy about aligning himself with brands, but when the offer came in to shill Freixenet sparkling wine, he must have momentarily flashed back to Orson Welles’s Paul Mason commercials. There’s a difference between taking home a paycheck, and prostrating your legacy to a bald-faced, half-assed cash-in, remembered for all eternity via the YouTube dissemination of regrettable outtakes.
It’s no wonder, then, that this elaborate Freixenet ad directed by and starring Scorsese barely announces itself as an ad until the final minute or so.

The concept: Scorsese the tireless film preservationist finds three pages of an unproduced Alfred Hitchcock project called The Key to Reserva; Scorsese the filmmaker decides to film the pages “the way [Hitchcock] would be making it then, only making it now.” The ensuing short combines elements of The Man Who Knew Too Much, Vertigo, North by Northwest, The Birds, and probably countless other Hitchcock films; there are just two, extremely fetishistic, shots of the product. Watch it here.

[Via GreenCine Daily]