Monday, January 17, 2011

Aston Martin's 6 Minute Commercial

The communications for the new Aston Martin Rapide 4-door sedan was launched last week with a heavy digital presence.

The centerpiece of the campaign is a commercial that runs 6 minutes and 25 seconds, which can be watched in three parts on a section of the Aston Martin Web site.

The campaign idea, "True Power Should Be Shared", is brought to life in the web series that follows a mission embarked upon by four Britons who are tasked with the sharing of the ultimate "Power" - that of time.

James Temple, executive creative director at R/GA London - the agency tasked with the campaign - said the communication will seek to bring to life the concept that a four-door Aston Martin “provides the same exhilarating experienced expected and loved in the two-door Aston Martin.”

The campaign will also play out in social media. For instance, the four members of the mysterious team are on Twitter and they will send messages to people who follow them.

Below is the first episode: