This commercial is a trailer for a film 'Lucky Star', that doesn't exist. It features a character called Mr. H. He lives a charmed life with a beautiful girlfriend, a wonderful home, and, of course, a fabulous car. A group of undercover secret agents undertake heavy surveillance on Mr. H. They explore every detail of his life, but hes a complete anomaly to them. It seems this one man defies the odds. Its as if hes absolutely right all the time. All the information adds up to one undeniable fact: he is indeed incredibly lucky, if not the luckiest man alive.
Filosofia
The best place to showcase a car like the SL would be in a movie. We developed a trailer for a film called Lucky Star that did not exist. Movie goers were asking cinema staff when the film was going to launch.
Problema
We needed to launch the SL in a ground breaking way that would have a positive halo effect on the brand, the range of cars and ultimately ensure test drives and sales.
Resultado
The advert featured the website luckyluckystar.com which received 103,000 visits over a month period. 88,840 downloads of the 2min 30 sec directors cut. Average time of 4 min 30 sec on site. Generated over £1m of PR coverage. Record volume, share, profit. 15,000 qualified leads to retailers.