30 Jan '17, 9am

Rolls-Royce makes experiential appeal through dramatic short

Rolls-Royce makes experiential appeal through dramatic short

British automaker Rolls-Royce Motor Cars is speaking to “restless seekers” in an effort that highlights the call of the open road. A new film featuring actor Ed Westwick showcases Rolls-Royce’s new concept of grand touring, in which the traditional romance of long drives gives way to powerful cruising. Rolls-Royce has been reaching out to younger luxury buyers, reimagining its appeal for the next generation. In the driver's seat Rolls-Royce’s film opens on Mr. Westwick’s silhouette as the actor looks out of a floor to ceiling window. Taking the viewer outside of this glassed-in environment, Rolls-Royce shows aerial footage of deserted, winding roads flanked by foliage or coastlines. Image courtesy of Rolls-Royce Mr. Westwick emerges from a modern home, a leather jacket in his hand. He sits behind the wheel, and the music picks up. Allowing the actions to speak for themselv...

Full article: https://www.luxurydaily.com/rolls-royce-makes-experientia...

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