Aston Martin is the latest luxury car manufacturers to produce an online video campaign; Aston's foray into film making promotes their new Rapide, an exclusive four door sports car.
The series of short films follow a group of 'time transporters' as they embark on an adventure to bring 'time' to a mystery figure. According to the luxury marque the films are 'based on one of life's quandaries: the more success you had, the less time you had to share it with the people who mattered.'
The first instalment called 'True Power' is available to watch online, the following parts will be available to watch on the 19th and 26th January.
Film Director, Donnie Masters from Serious Pictures said; "We wanted to deliver a subtle but clever piece of branded entertainment; something that mirrors the thrill of the drive. It's an action-packed Aston Martin story in three parts, designed to entertain the audience. We're not hard selling, we're showcasing - after all, it is the thinking man's performance car."
The videos are part of a social media campaign that Aston Martin and Ad agency R/GA London have created to expand the brand's social media presence and reach out to a wider global customer base. Exclusive content will be released on Facebook and Twitter, and a number of contests can be found on the Aston Martin website. Exclusive names such as Bang and Olufsen and Jaeger LeCoultre have joined up with Aston Martin for the campaign.
However the poorly executed, badly acted videos have come under criticism for devaluing the luxury brand, with comparisons to the very successful short films created by BMW in 2001/02 not going unnoticed.
BMW's 'Hire' series, created by critically acclaimed Hollywood directors, such as Guy Richie, and starring award winning actor Clive Owen, received more than 100 million views. Audi also produced a series of 6 short films to promote the Audi A1, the series called "The Next Big Thing" starred Justin Timberlake, the brands ambassador.
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