Luxury car ads are high-end yet hollow, high-res yet homogenous.
To justify its value and position it as the culmination of all that make Aston Martin Aston Martin, we needed to break from fancy car ads to make people feel something new.
The brief :
Redefine the criteria for decision making in the brand’s favour.
What our audience buy when they buy this car is bigger than an engine roar alone.
It’s a decision informed by the deeper need to bring supreme intensity and depth to the experiences that make life special.
The solution :
Veni. Vidi. Vanquish - not a car launch, a crossing of the automotive Rubicon. A launch designed to claim as much of the emotional depth, meaning and mind expanding benefits in driving as possible.