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16 November 2021

Sand rascals.

by Andrew MacGregor

Genesis Motors: “Time Well Spent” - 60s

Fans of indie adventure game 'Journey' will appreciate this windswept ad for Genesis Motors. Like Thatgamecompany's 2012 classic, the protagonist surfs across sand dunes with aplomb (though, unlike Journey's ethereal traveller, athlete Sabrina Lutz uses a kite and a board to make her way across the desert).

It's an attention-grabbing move from the car maker, luring the audience's eyes towards the screen with the stunning visuals before setting out the attractive proposition that they'll visit you at home following an expression of interest in one of their cars... presumably so they can scope out your house to calculate whether or not you can afford one.

It all makes for a breezy piece of communication, in every sense, and seems certain to arouse some enquiries about the advertised vehicles... if only to find out why we've never heard of them before!

Creative Agency: Innocean UK Ⓦ
Film Production: Stink Ⓟ Ⓦ
Director: Salomon Ligthelm Ⓟ Ⓦ (PrettyBird Ⓟ Ⓦ)
Executive Producer: Alexander Husche
Cinematographer: Nicolas Karakatsanis

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