Thursday 13th January 2011

Has Britain's 'Coolest Brand' Dropped A Clanger?

Aston Martin movie has us gently squirming in our seats

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The star is definitely the car...

We don't know how well the Aston Martin Rapide four-door is selling, but when was the last time you saw one?

For those who can bear to watch it, this new internet film is intended to 'bring the car to a wider audience' which probably tells us something. Not least that if you haven't spotted one in the metal recently, the marketing minds behind Britain's 'coolest brand' probably want you to watch it.

Trouble is, the action (in the newly-released Part 1 at least) feels just a little (How can we put this kindly?), er, skin-crawlingly self-conscious. And we watched it twice to make sure we weren't being unfair.

The premise, according to a news release hot off the wires, revolves around '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.'

Cubby Broccoli/007 it ain't, so here's hoping we'll get a bit more Rapide and a bit less ham in the next instalments. Meanwhile, we'll pause to reflect on the meaning of cool, and whether thinking you might be means you possibly aren't.

[tonym911]

pure corn, and nary a trace of irony

[tonym911]

ROB 100 said:

Ringo starr looks good tho,

...especially with his random bottle of champers in the silver bucket just so you're absolutely sure he's a boss crim.

[tonym911]

Harry Monk said:

I am now strangely compelled to watch on the 19th to see what happens to our multi-talented quartet of smirking douchebags.

If the point of this film is to get people anticipating the next 'instalment', for whatever reason, Schadenfreude included, then it could be said that it's working.

Edited by tonym911 on Saturday 15th January 12:27