Daft Punk ‘Lotus F1 Team’ by Jonas Âkerlund
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…
|Production Company||Black Dog Films|
|Sound design||Mattias Ecklund|
|Producer||Jacob Swan Hyam|
|Executive Producer||Damon Bryant|
|Post||Electric Theatre Collective|
|Other credits||TK: Mick Vincent – The Mill London|
Svana Gisla has resigned as head of music video and executive producer at Black Dog Films UK, and is leaving the company today (October 24th) after more than fifteen years in the role.
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