In what is the most interesting Jaguar brand advertisement since the luxury automobile’s prominent, yet quite unflattering, placement by writers on AMC’s Mad Men, the British-made car company has invested in a 13 plus minute video made by veteran English filmmaker Sir Ridley Scott’s production company.
The film titled “Desire” stars Homeland’s Damien Scott as a delivery man bringing a red F-Type Jag through the Chilean desert to its rightful owner. The purchaser happens to be a scruffy-faced drug dealer who happens to be dealing with his wife’s leaving him at the same time. A car chase ensues through the desert and into a small town with the $92,000 vehicle as much a star as any of the film short’s characters.
Living up to its luxury status, no detail is spared in the making of this film. Even American songstress and BRIT award winner Lana Del Rey’s song “Burning Desire” is used as the short’s musical soundtrack.
Both German automaker Mercedes and U.S. car maker Dodge are also using the auto branded content formula, according to an article on BrandChannel.com. We just have to give credit where it is due as Jaguar has done it exceedingly well this time around the block. It’s had over 75,000 hits in just one day since its upload onto YouTube.
A bloody good campaign, we’d say.
Gucci has launched a multimedia campaign involving email, web, social media and in-store marketing to celebrate the 60th anniversary of the Italian fashion house’s iconic horsebit loafer, according to an article on yesterday’s Luxury Daily. The company is also unveiling a Facebook app that tells more about the collection, provides a link to a YouTube video (shown below) of various pairs of feet wearing the loafer in a panoply of colors while dancing to a 50s style rock and roll song, and a style quiz that asks the app user “what kind of loafer are you?” In addition, a section of the app called “In Their Shoes” shows how prominent fashion bloggers wear the signature loafer.
Hardware was added to the Gucci loafer in 1953. This multimedia strategy is being used to introduce the entire horsebit loafer collection to a younger audience. The updated collection ranges in price from $495-$840 for women and from $495-$1650 for the mens’ styles.
So while the original collection is firmly entrenched in its middle age and nearing elderly status, the social media strategy to promote the updated collection is decidedly fresh and youthful. Congratulazioni Gucci!
In an extremely interesting digital media campaign, Lincoln Motor Cars has aligned with musical artist Beck for his remake of David Bowie’s classic song “Sound and Vision.” This collaboration is just a small part of the car company’s grander advertising campaign which looks back on its 90 year automaking history to say “hello again” to past creations which, in turn, inspire new ideas, according to Lincoln’s website.
This reinterpretation of Bowie’s masterpiece is quite far from when Beck was using just “two turntables and a microphone.” Calling this a 360 degree experience, Beck utilized 160 musicians including backup singers, a gospel choir, a horn section and full orchestra, and performed his version of Bowie’s original tune before a live audience yesterday to amazing effect.
The Beck interpretation can be seen on YouTube or Lincoln Now’s new website at www.now.lincoln.com. You can also see interviews there with Beck and director Chris Milk. This campaign is part of the release of Lincoln’s new MKZ line which is looking to attract a younger demographic through a heavy emphasis on social media.
In a hilarious creative short video just in time for Fashion Week 2013, Bon Qui Qui is back with big, gold earrings and an attitude to match to launch Alexander Wang’s new Spring collection, according to an article on Ad Age. The use of Anjelah Johnson, who originally played BQQ on MADtv, shows the designer’s sense of humor by casting the comedienne as a sales clerk in his flagship NYC store. As you all may or may not know, Bon Qui Qui previously worked at and was fired from King Burger, very much lacks civility in her dealings with customers and even has a previous music video titled “I’ma Cut You.” Check out how she interacts with supermodels, A$AP Rocky and Barney’s Simon Doonan.
Props to Alexander Wang for bringing comic levity into the sometimes self important fashion world and for using social media for his brand brilliantly.
It’s 24 days until Super Bowl XLVII where the advertisements and halftime show are as much fun to watch as the football game itself. To that end, Ford Motor’s Lincoln Division is utilizing its quite pricey 60 second advertising spot to create a dramatized television commercial based on five tweets of real people sent to social media maven and funny man Jimmy Fallon, according to an article on USA Today.
Fallon is under contract with Lincoln but will not appear in the commercial. He asked via Twitter for followers to tweet their craziest road trip experiences. Over 6,000 people did so and five were selected for the spot. It is the brand’s attempt to lower its target age buyer from 65 to 55 years old. Ford Motor’s Lincoln Division has never had an ad on any previous Super Bowl games. It’s a bold first maneuver for the car company merging traditional and social media. We wish we had access to the spot so we could show it to you, but the spot will be filmed later this week on the West Coast.
Time will tell whether this $8 million experiment will persuade drivers to opt for the redesigned 2013 Lincoln MKZ midsize sedan they are previewing that evening over a Lexus or Mercedes.
Break out the Kleenex for this one! A new video campaign for BMW entitled There’s No Road Like the Road Home is an almost two-minute video montage of the journey home for Thanksgiving of approximately 50 staffers at advertising agency KBS+P, according to an article on the Ad Age website. The employees used their own smartphones and cameras to memorialize the journey, and the footage was transformed into a moving spot set to beautiful music.
A one-minute version of the piece will be shown as a commercial for NFL Sunday Night Football on NBC the weekend before Christmas.
A tear jerker, we tell ya, and a very well done job by KBS+P for BMW.
Remember the Lincoln Continental? That boat of a car with the suicide doors? They used to be right up their with Cadillac as America’s luxury car brand. The brand has been pretty absent from media, advertising, not to mention, the streets for the last decade. Well, the company is now making a bid to comeback, this time as the Lincoln Motor Company. Actually, that’s the company’s original name, dating back to the 1920′s.
As it prepares for its close up, Lincoln has stepped up its brand presence in traditional and social media. Its efforts include posting pictures from the recent LA Auto Show on Instagram, Facebook and Twitter, and releasing nostalgic images from the brand’s storied past. The relaunched Lincoln brand is clearly benefiting from the social media expertise of its parent, Ford. The campaign will culminate in a SuperBowl commercial this winter. Football legend Emmit Smith has already been signed on as a brand ambassador.
This week, NBC late night host also began collecting material for a crowd sourced Lincoln commercial via Twitter using the #steerthescript hashtag. You can find out more about the commercial at steerthescript.com.
Lincoln has remained a strong brand in the Mid West, and is hoping that this new campaign will attract younger consumers and also buyers on the Coasts. It is on the East and West Coasts where imported luxury brands have most significantly cut into their once thriving market.
Posted in Facebook, Instagram, Luxury Goods, Videos, YouTube
Tagged #steerthescript, Emmit Smith, Facebook, Instagram, Jimmy Fallon, Lincoln, Lincoln Motor Company, Luxury Brands, Luxury Marketing, Superbowl Ads
There is an interesting article in today’s Australian Financial Review about how the major Down Under car show of the year has “renewed debate over whether social media and sponsorship have taken over as the industry’s marketing tools.” Until the Australian International Car Show in Sydney began two days ago, most of the discussion about the event centered on car companies such as Alfa Romeo, BMW, Audi and Chrysler that chose not to attend and instead commit precious marketing dollars to “interactivity and customer feedback offered by Twitter and Facebook,” according to the piece.
Although the show still attracted 27 car brands accounting for 95 percent of all automotive sales in Australia, the head of Fiat Chrysler’s director of corporate affairs Lenore Fletcher stated that car shows are an excellent platform to showcase new products, but that must be weighed against massive expense.
It will be interesting to see if the same debate takes place at the New York Car Show 2013 slated for this March at the Jacob Javits Center in Manhattan.