The Aston Martin V12 Vantage Ad is Dark and Delightful
Jordan Sowunmi — July 23, 2011 — Autos
References: astonmartin & adweek
If you're a fan of the car affectionately nicknamed the 'James Bond Coupe,' for 007's propensity to ride around solely in it, the new Aston Martin V12 Vantage commercial will set your world on fire.
The commercial evokes the dark and sleek imagery of Christopher Nolan's Batman movie, the Dark Knight. As a steely-eyed driver stylishly swerves through the streets, airy orchestral strings play in the background, ratcheting up the eerie tenor of the commercial.
This Aston Martin V12 Vantage commercial is entitled 'Reverie' and it's easy to see why -- the powerful and pristine V12 Vantage is any car enthusiasts wet dream. It doesn't take a lot of imagination to get lost in the natural beauty of the whip. But it does take a lot of money to afford one -- the Aston Martin V12 Vantage retails for nearly $180,000 USD.
Implications - For a company selling an upscale product, few things are more important than displaying a subtle, refined luxury when marketing your product. By not garishly trumpeting its quality and elegance, the company establishes itself as a brand for more mature, 'old money,' types, those who eschew ostentatious behavior but value high quality goods. This is the zenith of upper-class consumers, and the ideal marketplace for a luxury brand seeking longevity.
The commercial evokes the dark and sleek imagery of Christopher Nolan's Batman movie, the Dark Knight. As a steely-eyed driver stylishly swerves through the streets, airy orchestral strings play in the background, ratcheting up the eerie tenor of the commercial.
This Aston Martin V12 Vantage commercial is entitled 'Reverie' and it's easy to see why -- the powerful and pristine V12 Vantage is any car enthusiasts wet dream. It doesn't take a lot of imagination to get lost in the natural beauty of the whip. But it does take a lot of money to afford one -- the Aston Martin V12 Vantage retails for nearly $180,000 USD.
Implications - For a company selling an upscale product, few things are more important than displaying a subtle, refined luxury when marketing your product. By not garishly trumpeting its quality and elegance, the company establishes itself as a brand for more mature, 'old money,' types, those who eschew ostentatious behavior but value high quality goods. This is the zenith of upper-class consumers, and the ideal marketplace for a luxury brand seeking longevity.
Trend Themes
1. Luxury Car Advertising - Car companies are using subtle, refined luxury to market their products, making mature and old money consumers their ideal marketplace for longevity.
2. Sleek and Elegant Imagery in Advertising - The use of dark and sleek imagery, like that seen in the Aston Martin 'Reverie' commercial, is becoming a popular trend in advertising.
3. Upscale Product Marketing - Marketing an upscale product without being garish establishes a brand as mature and refined, attracting upper-class consumers.
Industry Implications
1. Luxury Car Manufacturing - Luxury car manufacturers should continue to focus on subtle and refined marketing to appeal to their ideal marketplace of mature, old money consumers.
2. Advertising and Marketing - Advertising and marketing agencies should explore the use of dark and sleek imagery in their advertisements to appeal to consumers' sense of luxury and elegance.
3. Luxury Goods Manufacturing - Luxury goods manufacturers should take a note from Aston Martin's marketing strategy and focus on displaying subtle, refined luxury to attract their ideal consumer base.
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