It’s about time: Aston Martin Rapide makes film debut

Aston Martin has just launched a new marketing stunt for its four door Rapide. They’ve used the medium of short film to execute their evil advertising plans and well, we’re talking about it, so I guess it’s working so far.

The film is called True power should be shared and there will be three parts; you know, to keep us on the edge of our four seats. Part One is available below, with the following two parts to be released at weekly intervals.

You can also keep up to date with associated gimmicks via the official Rapide website. Indeed, you can even follow the four main characters on twitter, would you believe.

If you’ve got the time, why not check it out and let us know what you think. Is this going to be a worthwhile exercise for Aston, or just a bit of marketing fluff that will have little cut through?

TRUE POWER SHOULD BE SHARED: ASTON MARTIN RAPIDE

• Series of innovative films to showcase the marque’s elegant four door sports car; Rapide into 2011
• Positions Aston Martin on a global level with first digitally-focused campaign
• Film to be launched at www.astonmartin.com/rapide in January, 2011

Gaydon, 12 January, 2011 – Aston Martin is to launch a series of innovative new films designed to showcase the marque’s four-door Rapide. The newly released films see the Warwickshire-based sports car manufacturer take a bold step into a digitally advanced platform for Rapide in 2011.

Aston Martin’s first foray into the digital campaign medium, extends from utilising an already established social media presence on Facebook, Twitter and YouTube, to reach the company’s fan and customer base which now spans some 39 countries.

Shot in Lisbon, Portugal, the films follow a group of agents as they attempt to deliver a precious object, time, to a mystery figure. The ethos of the film is said to be 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.

Film Director, Donnie Masters from Serious Pictures said; “We wanted to deliver a subtle but clever piece of branded entertainment. Something that mirrors the thrill of the drive. Intelligent, dramatic yet very exciting. It’s an action-packed Aston Martin story in three parts, designed to entertain our audience. We’re not hard selling, we’re showcasing. After all it is the thinking man’s (and woman’s) performance car.”

This exciting online campaign features a number of Aston Martin’s carefully chosen preferred partners, who all share the marque’s dedication to luxury, quality and exclusivity.

As the marque’s first production four-door sports car, Rapide encapsulates core values of Power, Beauty and Soul; four ‘swan wing’ doors provide access to cosseting sports seats both front and rear bestowing occupants with ample accommodation. A 317 litre luggage compartment affords generous space for belongings for all four passengers, creating an Aston Martin which can be enjoyed on any occasion, anytime, anywhere.

The first instalment of ‘True Power’ officially launches in January, at www.astonmartin.com/rapide