Aston Martin ice driving experience
British automaker Aston Martin is hoping to transport consumers on a journey to live out its brand lifestyle with a series of experiences under the Art of Living ethos.
Adventure seekers will be able to book and experience exciting trips such as ice driving on Mont Blanc in Italy, complete a road trip up the coast of California or get up close and personal at a pre-season testing Red Bull race. Throughout 2017, consumers will be able to purchase the one-of-a-kind experiences produced by Aston Martin that fit within the Art of Living name, but its video accompaniment is lacking innovation.
“Good and awful: Two words separated by a million emotions,? said Scott Goodson, founder of StrawberryFrog. ?The idea of making the brand all about experiences over stuff is brilliant. ?But the line the Art of Living is not going to light up social media and the target of this work, the people who buy luxury performance cars do not watch ads, they hear the buzz and are in-the-know,? he said. ?This work is way too traditional and lacks the right attitude, the cool factor, the feeling of bravery I want behind the wheel.
?It is not willing to stick its neck out to give me the excitement I expect but that’s exactly what it needs to do to grab me and smash out of all the noise from all the performance cars out there.?
Mr. Goodson is not affiliated with Aston Martin, but agreed to comment as an industry expert. Aston Martin was reached for commen...