It's become something of a cliché to “Go to the dark side,” in the media. Modern logic dictates that the second sequel in a trilogy should always be “The dark one,” and adding a touch of gritty realism to a TV show can be the crucial factor that keeps it from the cancellation heap come renewal season. But advertising rarely lives in the shadows, it would surely be counterintuitive for it to do so? However, when it does make a leap into the darker and more cinematic territories favoured by Hollywood directors like Christopher Nolan and Tim Burton (incidentally, both former Batman directors), the effects are often quite striking indeed.
The film opens in a shadowy, desolate world, pitch dark save for an aggressively bright neon sign, rain pouring over the body of the 675LT
Enter VCCP and their latest piece for McLaren, which opens in a shadowy, desolate world, pitch dark save for an aggressively bright neon sign, rain pouring over the body of a gorgeous super car; the McLaren 675LT. Everything in the spot (below) moves in cinematic slow motion as the camera pans around the car and it comes to life in suitably dramatic fashion. The ethereal nature of the film suddenly evaporates as the 675LT roars into the rain. The film aims to capture the idea of an extreme place where beauty meets raw power, which reflects the obscene power and subtle beauty of the new car, which is the latest addition to the brand's recently announced Super Series, and a surprisingly light beast that McLaren believe has “Pushed power, performance and design to extremes.” It's over the top, but it's certainly effective. In fact, it would probably make Jeremy Clarkson a little uncomfortable in his trousers. As if he didn't already have enough to worry about!
The McLaren 675LT – A Beautiful Thing
Less of a traditional advertisement (do you know anyone with a spare quarter of a million pounds?) and more of a celebration of the new super car, the film has been created by VCCP and McLaren to mark the 675LT's debut at the Geneva Motor Show, which is currently taking place at the Palexpo convention centre in Geneva, Switzerland. The McLaren 675LT made its grand entrance at the 85th Geneva Motor Show earlier this week, with a clear focus on performance, light weight and ultimate levels of driver engagement, all of which are key attributes of a typical McLaren “Longtail.” Offered as a coupé only, it is the most road legal (sensible) model in the McLaren Super Series, with a power to weight ratio that eclipses established rivals. Just 500 of these puppies are to be produced, so if you're a petrol head with particularly deep pockets, you better act fast!
The film aims to capture the idea of an extreme place where beauty meets raw power, which reflects the obscene power and subtle beauty of the new car
Jamie Corstorphine, director of marketing at McLaren, said “The McLaren 675LT unveiled at Geneva is the most track-focused model in the Super Series, following the ethos of the famous McLaren F1 GTR ‘Longtail’ which raced at the end of the 1990s.” He feels that it “Re-establishes the McLaren ‘Longtail’ heritage, focusing on light weight, optimised aerodynamics, increased power, track-focused dynamics and driver engagement.” Sounds good to me. Where can I place my order!
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.