Well acquainted with the big screen, Aston Martin's place in mainstream America's consciousness was arguably established by the appearance of several of its models in the James Bond series of films. In fact, Aston is so intrinsically linked to the Bond mystique, when Bond does not drive an Aston in a film, it feels like something is missing.
James Bond in a Z3? Sorry BMW, it just didn't play.
Ironically, Bond drove a Bentley in the original Ian Fleming novels, and has driven an Aston in only seven of the 22 Bond films that have been produced since the series started in 1962. Still, James Bond and Aston Martin go together like movies and popcorn.
Hoping to capture some of that cinematic magic for the new Rapide sedan, Aston has embarked on an adventure film series of its own. Featuring the intrigue of the Bond films, but lacking the presence of the most notorious agent of MI6, it remains to be seen how the series will ultimately be accepted.
Shot in Lisbon, Portugal, the film follows a group of agents as they attempt to deliver a precious object to a mystery figure. The ethos of the film is based on one of life's quandaries: the more success you've had, the less time you've had to share it with people who matter. The series will be delivered in three episodes, the first of which just went live on the Internet--to less than complimentary response.
According to the highest rated YouTube comment, episode one is: "Corny & tasteless. And the 'cool' brand referencing is vulgar (The iPad Dock, Jaeger Le Coultre Reverso). Please don't bother with Part 2, it's not worth the bandwidth, nor the further damage to the brand's image."
And while we aren't quite that distressed by it, we're more inclined to agree with one of the observations in this comment: "Probably a great idea, but so badly directed and shot. Execution is everything. Pity."
The film's 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."
And indeed the branding is readily evident throughout the first episode. It's full of neat toys and goods that are readily discernible by those in the know regarding Aston Martin's marketing partnerships. Unfortunately though, the actors come across rather stiff and wooden. And then, there's the writing--yeah...
But enough of our opinion, judge for yourselves, and tell us what you think. By the way, we've also included the "making of " movie to give you some perspective on where they're trying to go and some insight into the marketing relationships we spoke of.