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Daft Punk ‘Lotus F1 Team’ by Jonas Âkerlund

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?

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…

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.

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…

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.

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…

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…

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…

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Promonews - 26th May 2013

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Credits

Production/Creative

Director
Jonas Akerlund
Producer
Svana Gisla
Producer
Jacob Swan Hyam
Production Company
Executive Producer
Damon Bryant

Editorial

Editor
Christian Larson
Sound design
Mattias Ecklund

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Online
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TK

Mick Vincent – The Mill London

Promonews - 26th May 2013

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