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Aston Martin Takes A Page From BMW’s Playbook

Posted in Aston Martin, Cool Stuff, Videos by Kurt Ernst | January 13th, 2011 | 2 Responses |

Do you remember BMW’s series of short films called “The Hire”? All starred Clive Owen as a BMW driver under some extraordinary circumstances, and the videos were directed by some of the biggest names in the industry (John Frankenheimer, Ang Lee, Tony Scott, etc.). Madonna appeared in one, as did Mickey Rourke, Gary Oldman, Danny Trejo and Marilyn Manson. It’s not clear if BMW sold a single vehicle because of this bold marketing approach, but they did prove that they could blow a lot of money producing videos and distributing them for free. Now Aston Martin seems to trying a similar tactic (less the big name directors and Hollywood stars); have a look at the video below to see what I mean.

Aston Martin will release the “True Power Should Be Shared” series, promoting the Rapide, over a period of three weeks. The video link from the Aston Martin site includes all sorts of disclaimers about sex and violence, so I’m hoping hta the warnings are either tongue-in-cheek or that the final cut resembles a sexed-up “Reservoir Dogs”. I have to say that I’m not thrilled with the totally cliche opening, but I’ll give the videos another chance. Look for hte next installment on January 19.

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2 Responses

  1. Munich Man says:

    …extravagant advertising is usually successful. As of 01/11, BMW’S sales are up 16.9% from this time last year…
    Aston Martin is no dummy, they see the numbers, and attempt to copy what works.

  2. Kurt Ernst says:

    MM, the biggest differnce I see so far is that the BMW “Hire” series was pulp that bordered on art; the Aston Martin series is starting off like pulp that borders on unwatchable pulp.