- The 2011 Aston Martin Rapide stars in "True Power," a new online film series designed to promote the automaker's $200,000 four-door sports car.
- The British marque takes a page from the playbook of Audi and BMW in its foray into film-making.
- The film series is said to be "based on one of life's quandaries" — the lack of time.
GAYDON, England — In a copy-cat move patterned after BMW and Audi, the 2011 Aston Martin Rapide is the focus of a new online video campaign designed to promote the British marque's $200,000 four-door sports car.
Aston Martin said it plans to leverage its "already established social media presence on Facebook, Twitter and YouTube" in a digital marketing effort intended to expand the brand's global customer base.
Unlike Audi, which hired Justin Timberlake to co-star with the Audi 1 in a miniseries that debuted on Audi's Web site and YouTube last May, the Rapide film series does not appear to have any major star power.
The first installment in the series is called "True Power " and kicks off with four "agents" meeting at a restaurant to begin a mysterious assignment. The film taps into the spy genre and has a sort of Mission Impossible feel. Two other films of the Rapide are on tap.
"We're not hard selling, we're showcasing," said Donnie Masters, the film's director in a statement.
At this point, the film's disclaimer seems to be the most interesting. "The Rapide film is not suitable for all viewers," it read. "It includes some strong violence, together with certain adult themes, including references to alcohol."
Aston Martin said in a statement that the film series is "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." They may be on to something. When you Google "lack of time," you get 136 million hits.
The British marque is late to the film party, especially when you consider that BMW launched an acclaimed film series called "The Hire" a decade ago. That series was produced for the Internet to highlight the performance aspects of various BMW vehicles. It was directed by such luminaries as Ang Lee and Guy Ritchie, with Wikipedia noting that the movies were viewed over 11 million times in a four-month period.
Inside Line says: Aston Martin tries to figure out how to use social media to reach beyond its traditional audience. — Anita Lienert, Correspondent
Add A Comment »
torque63 says:
09:35 AM, 01/14/2011
@aston_dbs -
Uh, OK fanboy, you're right... Aston is the best car in the world. Sorry if I confused people with a differing opinion. Just out of curiosity, perhaps you can explain exactly what aspects of the Rapide are on "a whole different level" compared to the Maserati and the Bentley? By the way, I actually love Astons, have since I was a kid, but I also know good competition when I see it.
aston_dbs says:
07:28 AM, 01/14/2011
One more thing @torque63:
Rapide is in a whole different level than "Maserati Q-porte or the Bentley Continental Sport"
aston_dbs says:
07:26 AM, 01/14/2011
@torque63: "... it looks almost exactly like every other Aston so it doesn't have its own personality, and if you were gonna buy an Aston why not just buy the DB9"
Well, first of all, there is NOTHING out there that looks like an Aston Martin.
Ferraris & Lambos may be cool, but AM is just simply gorgeous (I think I'm NOT the only one ;-)
So, I think AM would like to keep its design 'in check' within its own blood line (like Porsches)
Second, for those into the AM brand so deep (like me), each of its model actually carries quite a big difference with each other.
DBS maybe based on DB9, but my my... the two is a totally different beast...
Just MHO...
dude500 says:
05:35 PM, 01/13/2011
The Hire >>>>>> The Next Big Thing + True Power episode 1
thejohnp says:
04:50 PM, 01/13/2011
Good luck, we saw how well a viral campaign worked out for A1 with Justin Timberlake.
torque63 says:
02:56 PM, 01/13/2011
fordfrenzy says:
THE BEST LOOKING SEDAN EVER... I DARE YOU TO DISAGREE
OK, I'll disagree. Yes, it's a beautiful car, but there are issues. First it's not really a sedan, it's more of a 2+2 with four doors. The rear doors and rear seats are almost useless. If you ever see one in person you will see what I mean. Second, it looks almost exactly like every other Aston so it doesn't have its own personality, and if you were gonna buy an Aston why not just buy the DB9. If I was shopping for a high-end exclusive four door I'd have the Maserati Q-porte or the Bentley Continental Sport before the Rapide. I must not be the only one who feels this way. Anybody seen a Rapide on the street?
yay4saabs says:
02:32 PM, 01/13/2011
This has been on NCIS: Los Angeles before!!
aston_dbs says:
12:50 PM, 01/13/2011
Totally CONCUR!!
fordfrenzy says:
12:14 PM, 01/13/2011
THE BEST LOOKING SEDAN EVER... I DARE YOU TO DISAGREE