Mischief @ No Fixed Address: Slate imagines wild companies for its affordable EV truck

Slate, the Jeff Bezos-backed automobile start-up is launching a low-cost electric truck range that, according to the brand’s website, is “a radically simple electric pickup truck that can change into whatever you need it to be — even an SUV. Made in the USA at a price that’s actually affordable (no really, for real)”…and according to TechCrunch is “anti-Tesla”.

Even more provocative is the pre-launch campaign by Mischief @ No Fixed Address. The agency parked the new trucks in streets across Los Angeles bearing advertising for bizarre companies – Witches on Demand, Taxider-My-Family, Rare and Raw catering (“serving up exotic animals and wild nights”), and the attention magnet for every parent, CryShare, for driving crying babies to sleep.

The unexpected eye-catching campaign aims to position the trucks as “wheels for the masses” (price tag US$20,000) for whatever you need, avoiding the sector’s fixation on next tech promises.