A piece in the New York Times offers up details about the CT 200h Dark Ride film, produced by MDC Partners-owned firm Skinny, and its marketing philosophy:
Suffice it to say the “Dark Ride” driving scenes are so crazy and intense that the trailer begins with a disclaimer that it is “based on fantasy, not reality” and viewers should not attempt to copy any of Tony’s fast moves. The goal is to make viewers feel as if they “are sitting shotgun next to Tony in this prototype,” said Liron Reznik, co-chief creative officer at Skinny with Jonas Hallberg.
“It’s trying to get people to experience the vehicle months before it exists or before the test drives,” he added. With the new hybrid, Lexus is seeking a new audience, Mr. Reznik said, which he defined as members of Generations X and Y who are “progressive” in wanting green cars but still seek cars that are “fun to drive.”
David Nordstrom, vice president for marketing at Lexus, said the intent was to take “hybrid vehicles to a whole new place,” which Lexus refers to as “the darker side of green” because the CT 200h offers “great styling and responsive handling” along with ecologically friendly operation.
The full Dark Ride film will be 12 1/2 minutes long, and users will be able to navigate the CT 200h’s “wild ride” as “manic driver” Tony, played by actor Norman Reedus, attempts to elude opposition forces and deliver the premium compact hybrid to Los Angeles. It’ll be interesting to see how the Dark Ride compares to BMW films and the classic “choose your own adventure” books and games.
[Source: New York Times]
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