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

[suffolk009]

Aston Martin....cool? Don't think so.

They dropped off my wish list years ago.

[Emeye]

Remember those cool BMW films from a few years ago? That's how to do car marketing.

This is worse than Emmerdale or Footballer's Wives. A LOT worse.

[pacman1]

I was underwhelmed.

[JPF40]

Fools and a very good demonstration of how to ruin a brand.

[off_again]

Should have saved the money on the location and used it to hire decent actors / actresses. And a script writer.....

Sad and not great.

[4Q]

Uuuuummmmm...didn't Vauxhall do a 'secret agent' theme in the adverts for the new Astra..?

[The Pits]

mmm a fair whiff of Danny Bahar style lifeshtyle cheddar here

did you see the Lotus Evora film he presumably thinks is cool? Guy in a tux takes girl to the opera, hey, he's wealthy and good looking, I really want to be just like him, oh well at least I can drive his car...

fortunately Aston Martin is such a cool brand not even this sort of drivel can change that.

[Globs]

Ooo - Portuguese flag!

[marcosgt]

suffolk009 said:

Aston Martin....cool? Don't think so.

They dropped off my wish list years ago.

I'm sure they're shutting up shop as I type...

M.

[Rouleur]

...And then I woke up and it was all a dream


What a bunch of arse

[heightswitch]

She never paid the bill!!

[SJR202]

Someone has been watching too much 'hustle' on BBC... either that or one of next years 'The Apprentice' shows created it.

I dont need an advert / film to want an Aston though...

[varsas]

I knew that waitress was a baddy. Knew it!

[Pete 55]

They need more cheese and corn. And cowbell.

It's a difficult sell as the reasoning for the Rapide most likely came from the success of the CLS. AM need to focus on sport coupes. The team of bad guys in a 4 door is always going to feel better in an S Class, 7 series or A8. James Bond is the solo guy in the AM - this advert just doesn't work on so many levels it makes me vomit a little

[Gizmo!]

Rouleur said:

...And then I woke up and it was all a dream


What a bunch of arse

You're kidding, right? We were banned from using that one when I was at school!

[Twincam16]

Oh dear. This, the Cygnet, 'Power, Beauty, Soul', a range of identical-looking cars - I get the feeling that AML seem to be almost deliberately squandering their reputation. They're a bit hard-up at the moment, so why risk it?

I had a thought earlier when I saw a Rapide in Manchester and considered the conundrum they have - how to reduce their overall emissions when they've got no development.

So, if Toyota were willing to let them rebody an IQ, why not do a GS450h-based Lagonda instead? does 185g/km.

[Ari]

Spot the "cool" product associations, the Bang and Olufsen iPad dock, the Jaeger Lecoultre Reverso, etc. Clunking!

[Ari]

By the way, wasn't Audi supposed to be the coolest car brand, or have too many "Darren from sales and marketing" types got them now?

[SCR Racing]

A witty, Cygnet bashing, vaguely Bond style reply is not necessary....

That advert was fking st!

Edited by SCR Racing on Wednesday 12th January 19:45