Vanquishing the category

The Problem

Luxury car ads are high-end yet hollow, high-res yet homogenous.

To justify its value and position this new model as the culmination of all that makes 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 intensity and depth to the experiences that make life worth living.

The Solution

Veni. Vidi. Vanquish - not a car launch, a crossing of the automotive Rubicon. A campaign designed to claim as much of the emotional depth, meaning and mind expanding benefits of driving as possible.