…and the rules of prestige car advertising.
Think of Rolls-Royce and you think of niceties. Of upper class etiquette. Of rules. Ditto prestige car advertising – quiet voice, stately demeanour, manly manner.
Not any more. For either.
Rankin and Game of Thrones actress, Gwendoline Christie, are subverting the Rolls-Royce rules and opening the car up to a younger, albeit still very affluent, generation – the hyper-successful, self-made, individuality seekers.
Torsten Müller-Ötvös, chief executive officer, Rolls-Royce Motor Cars, commented, “Phantom Limousine, the extended wheelbase and Phantom, reflect two distinct groups of patron. The former are drawn to the formality of the ultimate chauffeur driven limousine, while the latter are lured by Phantom’s exceptional driving experience. Rankin’s playful and witty short film captures the younger and daring charisma of Phantom and displays a refreshing irreverence toward the expected codes of automotive luxury.”
Rankin cast Gwendoline Christie, aka Lady Brienne of Tarth in Game of Thrones and Titania in London’s Bridge Theatre’s A Midsummer Night’s Dream, because she is a symbol of non-conformity and unapologetic success. Their role in the campaign is to boldly challenges preconceived impressions of Phantom owners. They do that well.
Rankin commented, “Rolls-Royce is the ultimate British brand. Number one of one. Eight years ago, I got the chance to drive Phantom when working on The Spirit of Ecstasy centenary. It was the best driving experience of my life. Not only was it exhilarating, I actually felt like a rebel and a part of that iconic history. I realised that Rolls-Royce is the ultimate brand for a reason. Phantom’s got that attitude, that exhilarating and effortless wild side that you can enjoy from the second you start the engine.
“In my film with Gwen I wanted to express this one-of-a kind sensation, I wanted everyone to know exactly why Rolls-Royce is the best of the best and why Phantom is the icon. Everyone should try it.”
Gwendoline Christie added, “The Rolls-Royce Phantom is a car of rare timelessness. It epitomises excellence in craftsmanship and authentic luxury in modern terms. Working with the legendary photographer Rankin and his team was a blast! They inherently respected the iconic status of this motor car and have vividly translated it with playful subversion, strength and humour. It is a true delight to be part of Rolls-Royce Iconography.”
Rankin’s 60-second film premiered on screens at this year’s Festival of Speed at Goodwood.