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.
Hopefully the buzz of the noteworthy experiences and events will be enough to carry Aston Martin’s latest Art of Living campaign. While the experiences shine, the video to promote them is lackluster.
The ad opens with an Aston Martin traveling through the hills of a castle’s estate, then completing driving tricks on ice and snow. Video clips from a Red Bull car race and landscape views of California and others follow.
Text from Aston Martin encourages viewers to “Discover heritage and culture, with the Art of Living by Aston Martin.”
Aston Martin’s video advertisement lives on YouTube and provides a link to the campaign and event calendar. The Art of Living calendar features more than 17 experiences of which consumers can book in the future and register for interest.
Each event is a trip that spans multiple days and includes hospitality accommodations in the area’s best hotels, with multiple supporting experiences. Interested consumers can learn more by clicking on each experience to read an in-depth summary and browse photos.
The British automaker also recently partnered with a real estate developer to design luxury residences in downtown Miami, translating its brand ethos to at-home comforts for another Art of Living experience.
Through its partnership with G and G Business Developments, Aston Martin will bring its design sensibilities and elegance to the Miami skyline. Located at 300 Biscayne Boulevard Way and the mouth of the Miami River, Aston Martin Residences will be one of the most in-demand addresses in South Florida (see more).
Originally, Aston Martin diversified its brand by highlighting the Art of Living in its first installment.
The Art of Living campaign compiled a selection of products and experiences that went “Beyond Beautiful Cars” to develop a more cohesive branded lifestyle. Automakers have been following consumers’ move toward the experiential, and the Art of Living initiative primes Aston Martin to harness the purchasing power of those commercials (see more).
While these experiences are enticing, its video is lacking.