Aston Martin has taken its first step into the viral online video world, showcasing its 2011 Rapide four-door in a triptych of videos entitledTrue Power Should be Shared
. The videos follow four protagonists as they journey from Portugal to Switzerland to deliver a small capsule, only known to be filled with “time.”
Aston’s series has taken an approach that appears to combine the plot of Jason Statham’s The Transporter
movies in plot and the cinematography of Jaguar’s recent ad campaigns. Overly stylized and relying upon heavy lighting contrasts to set the tone, the True Power
seriesworks to distill the ethos of the Aston Martin brand into two-minute segments. Every last detail is perfect, be it the men’s suits, the woman’s leather handbag, or the high-end iPhone speakers in the background. Granted, as we learned from watching the behind the scenes video, True Power
is also being used as a platform to showcase not only the Rapide itself, but many of the products sold by Aston’s brand lifestyle partners. Normally we would just write this off for the marketing gimmick that it really is, but how slick is that Jaeger-LeCoultretransponder watch that lets you unlock the car? No wonder 007 has had so many Astons…
Little footage is actually shown of the Rapide in the first video, although we do get copious exhaust audio from the gorgeous 6.0-liter V-12 toward the end of the video. The second fares better with a number of on-the-road shots, allowing lighting within a tunnel to accentuate the car’s muscular lines at night.
That said, the videos are simply a centerpiece to an overarching social media campaign Aston is running with the Rapide.It is not new to the web 2.0 world, having taken full advantage of the networking capabilities of Facebook
and the ease of hosting video on YouTube
for the release of information on both the Cygnet subcompact and One-77 supercar. This is, however, the first time that the British marquee is doing a larger push on Twitter. Not only is the Aston Martin brand tweeting throughout the release of the True Power
series, so are the four characters -- each provided with individual Twitter accounts.
An obvious marketing ploy, certainly, butTrue
Power is still an enjoyable watch for any car lover, combing artistic filming, an air of suspense, and the gorgeous sights and sounds provided by the Rapide. The first two episodes of True Power
, along with the “making of” video are, embedded below. Make sure to check astonmartin.com/rapide
on January 26 for the third and final installment in the series.
Source: Aston Martin
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