RE: Lotus Exige S Meets Rocky (Video)
Tuesday 27th September 2011
The Lotus show stand at Frankfurt was pleasing for all sorts of reasons this year, one of which being the launch of a new Exige S.
Lotus Exige S Meets Rocky (Video)
It's a car, a boxer and some tarmac. Why? You tell us...
If you'd gone to the press conference on preview day, you'd have seen this video. Shot in the somewhat cliched but generally watchable style of the Top Gear track test (ooh, listen to us!) but with added boxer, we're not quite sure what it all means.
The video sign-off is 'more Lotus than ever', from which some wits/trouble-makers may choose to infer the word Lotus is becoming synonymous with frivolous marketing b*llocks.
But we refuse to be drawn on that one today, because we quite like this. Although we'd probably lose the boxer...
Discussion
ks indeed
hello, Ginetta? Yes, I'd like to book a test drive please.
Its very rare that car companies actually make a decent promo video. Invariably they all make you want to vomit, especially when they try to add plot (remember the aston martin campaign a while back?)
As far as awful promo videos go, this isn't actually that bad. Its a hard line to tread between natty company video with keyboard music (we've all endured them at some point, in some guise) and overly artsy crap where the director clearly got let loose a bit too much. I thought this was at the latter end of the scale, but worked ok, I kinda liked it.
Another point that no one seems to want to aknowledge is that Lotus DOES have an image problem outside of the enthusiast sector (which we comprise), being often seen as the mid-life crisis mobile or something that only people with anoraks and beards drive to the pub, where they then proceed to tell you all about it in an annoyingly nasal voice, wether you want them too or not. We know that this image isn't true (most of the time). We also know that Lotus cars have a tremendous depth of substance, and that their chassis engineering and set up is second to none (how many of the gigantic names in the motor industry go to this tiny little company whenever they need help with chassis and suspension development?). Lotus deserve more attention and wider recognition for their products, and if all this seemingly moronic marketing nonsense is the only way to get the attention of an uninformed audience then I'm willing to put up with it. I hope it works and brings them the revenue needed for them to continue developping driver-focused cars which we can then enjoy (whether they wear the Lotus badge or just carry a tiny strand of Lotus DNA in the development).
As for promos, if memory serves only a handful have ever been bearable, the Lambo aventador one was pretty nice and BMW's "Driver" series of promos with Clive Owen and a bunch of big name directors had its moments.
As far as awful promo videos go, this isn't actually that bad. Its a hard line to tread between natty company video with keyboard music (we've all endured them at some point, in some guise) and overly artsy crap where the director clearly got let loose a bit too much. I thought this was at the latter end of the scale, but worked ok, I kinda liked it.
Another point that no one seems to want to aknowledge is that Lotus DOES have an image problem outside of the enthusiast sector (which we comprise), being often seen as the mid-life crisis mobile or something that only people with anoraks and beards drive to the pub, where they then proceed to tell you all about it in an annoyingly nasal voice, wether you want them too or not. We know that this image isn't true (most of the time). We also know that Lotus cars have a tremendous depth of substance, and that their chassis engineering and set up is second to none (how many of the gigantic names in the motor industry go to this tiny little company whenever they need help with chassis and suspension development?). Lotus deserve more attention and wider recognition for their products, and if all this seemingly moronic marketing nonsense is the only way to get the attention of an uninformed audience then I'm willing to put up with it. I hope it works and brings them the revenue needed for them to continue developping driver-focused cars which we can then enjoy (whether they wear the Lotus badge or just carry a tiny strand of Lotus DNA in the development).
As for promos, if memory serves only a handful have ever been bearable, the Lambo aventador one was pretty nice and BMW's "Driver" series of promos with Clive Owen and a bunch of big name directors had its moments.
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