Aston Martin: Time is Precious

Aston Martin, after much teasing, has finally revealed its long anticipated collaboration with music artist Swizz Beats as it puts the wheels in motion on its latest campaign for its new Rapide model.

The new luxury promotion centres around an espionage style thriller – delivered as a mini-movie in three online parts - which sees four agents attempting to deliver ‘time’ to ‘the man’, all with the help of the new Rapide.  The car is being marketed under the tag line “Time is precious. Share it wisely in the new four door Rapide”.

The four characters enlisted to help deliver the package include a driver, a fighter, a weapons expert and their female recruiter who cites herself as the 'brains' of the operation.

The campaign will feature various interactive elements including integration with Facebook, YouTube and Twitter, where the main protagonists will connect with consumers via their own fictional stream of personal Tweets.  The film will also be accessible via the Aston Martin iPhone application and will play out at the brand’s dealerships.

Swizz Beats takes an acting role in the production whilst also providing its music. The musician will also release a bespoke remix at the close of the campaign on 26th January.

Living up to its tagline, which states that "true power should be shared" the automotive brand has partnered up (in true James Bond style) with a selection of luxury retailers to feature in the short film.  These include Bang & Olufsen, Jaeger LeCoultre, Bill Amberg, Louis Roederer, and Ozwald Boateng.

These various high-end products form part of a second level competition element within the film, which sees viewers tasked with finding hidden codes within the production in order to win various luxury goods from these partner brands.

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