SAN DIEGO, May 7, 2013 ― As Star Trek fans breathlessly await the debut of the new film “Star Trek Into Darkness” on Thursday, May 16 (and count me as one of them), Audi of America is riding the wave of enthusiasm with its newest film, which launched on YouTube today.
The film, titled “The Challenge,” stars the original Spock actor, Leonard Nimoy, and Zachary Quinto, who took on the role for the 2009 movie remake and reprises it for the upcoming sequel. They agree to meet to play golf, and Quinto gets Nimoy to agree to a bet. Game on.
The ad isn’t in any way officially tied into the film. Audi isn’t even the official car brand of the film; that would be Mazda.
The ad doesn’t reference “Star Trek Into Darkness” directly, but it’s jammed with Trek references and jokes that will make fans shriek with delight.
Audi spokesperson Andrew Lipman told Ad Age the company wanted to do a “modern-day comparison test” with Mercedes. “We wanted to highlight the car in a smart and entertaining way,” he said. Mission accomplished, Audi.
The video was written and directed by comedy team Paul W. Downs & Lucia Aniello, aka Paulilu, and produced by the agency PMK*BNC. Paulilu was also the creative team behind the wildly popular Dollar Shave Club, an advertising video made for just $4,500 that’s had five million YouTube hits. It looks like Paulilu has struck viral gold again. The ad is clever, memorable, and generating numerous compliments among the comments on YouTube by delighted viewers.
Among the highlights: Spock gets bleeped (I won’t say which one, but it’s about 47 seconds in), a perfect sight gag with the car window, and the use of the J.J. Abrams lens flare technique (that’s for you serious film nerds). When you hear Leonard Nimoy start singing in the car, you’re going to lose it, guaranteed. I won’t spoil it for you. Be sure you listen for the very last line of the film.
Resistance is futile. So go ahead, watch and enjoy it.
Gayle Lynn Falkenthal, APR, is President/Owner of the Falcon Valley Group in San Diego, California. She is also a serious boxing fan covering the Sweet Science for Communities. Read more Media Migraine in the Communities at The Washington Times. Follow Gayle on Facebook and on Twitter @PRProSanDiego. Gayle can be reached via Google +
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