In the world of continuous innovation, attitude changes, and blurring of lines between consumerism and art, there is always a place for unusual and inspiring collaborations. Such is the case of the recent partnership between British fashion photographer Rankin, Hunger Magazine and Italian car brand Abarth. The resulting campaign engages all senses through a 60-second film, stills and a mini documentary series starring celebrity talent, and titled The Detour.
The objective of the new approach was to blend technical and emotional contents into a cohesive narrative, and draw viewers into a dynamic personal experience. Rankin is a master of conveying the sense of speed; through his art the audiences are immersed in the sound and performance of Abarth 124 Spider the way that has never been achieved before.
Rankin commented: “Although working in different worlds, the two brands (Hunger Magazine and Abarth) are a perfect match, with fashionable, fun and aspirational audience bases”. This effort became an opportunity to change a traditional car commercial into something entirely different, and take a bold step towards the future of advertising. The video and stills, shot by Rankin, are more akin to a luxury fashion film – a full throttle love story, where two lovers burn rubber and make their cars dance to the beat of a modern, dynamic drum track.
Still life photographic shots used in the second phase of the campaign showcase Abarth 124 spider and Abarth 595. They feature sleek sporty cars emerging from the darkness, like superheroes, moody and dark, exuding power, passion and determination.
The Detour, a mini documentary series designed to complete the release, is yet to be presented. It will feature a celebrity talent, kept secret to build anticipation, and will open up the doors to future collaborations between Hunger and Abarth. Whatever tomorrow brings, we know it will be glorious. We are at the forefront of the advertisement of tomorrow, and it looks terribly exciting!