Promonews - 26th May 2013

The week that the brilliantly hyped new Daft Punk album Random Access Memories comes out is also the week of the 2013 F1 Monaco Grand Prix. Time for one more genius marketing ploy – and what could be more appropriate?

After a series of tantalising teasers over the previous few days, Jonas Âkerlund’s 30 second spot reveals the truth: the Lotus team will be driving a customized Daft Punk car at the most iconic Grand Prix race of them all. Predicted global TV audience: 100 million.

And edited by Christian Larson, the ad is suitably quick. In fact it’s eye-bogglingly kinetic. It probably has more cuts than any in the history of thirty second commercials.

One presumes that the two Lotus cars will be still be driven by Kimi Räikkönen and Romain Grosjean, rather than DP’s Guy-Manuel de Homem-Christo and Thomas Bangalter. But let’s hope they’re wearing proper Daft Punk helmets…

PRO Credits


DirectorJonas Akerlund
EditorChristian Larson
Production CompanyBlack Dog Films
Sound designMattias Ecklund
ProducerSvana Gisla
ProducerJacob Swan Hyam
Executive ProducerDamon Bryant
PostElectric Theatre Collective
OnlineFasa Oyibo
Other creditsTK: Mick Vincent – The Mill London

Promonews - 26th May 2013

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