Lucky Star (advert)

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Lucky Star was an advertisement commissioned by Mercedes-Benz in 2002 to promote their SL500 automobile. Created by advertising agency Campbell Doyle Dye[1], it impersonated the form of a trailer for a purported thriller feature film titled Lucky Star[2][3][4]. Actors Benicio del Toro and Ana Cristina starred in the piece, which was directed by Michael Mann[3][5].

Contents

[edit] Content

The 2½ minute presentation centres on Mr. H (del Toro)[1], whose success in gambling and on stock market trading attracts the attention of United States intelligence agencies, who are suspicious as to how he can be so consistently lucky[2]. They cannot find any evidence of illegal behaviour but nonetheless continue to hound their suspect, eventually forcing him to flee[2]. Pursued by the authorities, including a helicopter, through downtown Los Angeles, he makes a surprise getaway in his car[1] with his female companion Evilina (Cristina)[5].

[edit] Concept

The piece aired in cinemas and on television in the United Kingdom market[1], starting in July 2002[4]. Cinemas which desired so could air it as part of the forthcoming presentations block, after other advertisements, to further promote the illusion of a feature film[2][4]; advertising rules only require clear transmission of an advertisement's nature in printed media[2]. A companion "official film" website was also commissioned[3]. The production cost for the entire campaign was estimated at GBP 5 million (then USD 7.9 million)[4].

Director Michael Mann imagined the piece as if it were a complete motion picture, hiring a number of the production staff he worked with on previous films Heat and The Insider[3], likening the finished product to the classic 1955 film noir Kiss Me Deadly[3]. Although he was uncredited for his work[2] (the billing credited "Mercedes Films"[6]), he received an undisclosed fee for his involvement[2] and retained the rights to make a real Lucky Star movie in the future[1][3]. The "lucky star" (German: Dreifach stern) is the name of the three-pointed star that makes up the Mercedes Benz logo[5].

[edit] Reaction

Media reaction to the premise of Lucky Star commented on its style of product placement as novel and subtle[2][4], drawing comparison with an earlier advertising campaign by BMW[1], but also criticised Mann and Mercedes for utilising moviegoers' suspension of disbelief to promote their product[2][4].

[edit] References

  1. ^ a b c d e f Inside Move: Mercedes "Star" trailer - Variety, July 14, 2002.
  2. ^ a b c d e f g h i Wheels within wheels - The Guardian, July 9, 2002.
  3. ^ a b c d e f Michael Mann on Lucky Star - Film4
  4. ^ a b c d e f Mercedes Ad Looks Like Action Flick - commercialalert.org, July 24, 2002.
  5. ^ a b c Lucky Star - everything2.com, August 16, 2002.
  6. ^ Video Trailer: Lucky Star, by Mercedes Films - Motorpulse