The company recently recently revealed the new Opel Astra K and the new spot shows Opel is keen to show customers how its most important model can leap over vast swaths of the luxury segment. Literally.
The spot opens on a chiseled and highly fashionable man (think the Dos Equis “most interesting man in the world”) and an equally luxurious woman scratching an ‘X’ on a track, while pulsating piano music gradually crescendos in the background. Then, three model-looking types simultaneously glide into the frame on hovering chunks of earth. Yeah, we were confused, too.
Trackside grandstands filled with throngs of uber-classy types spring up out of nowhere, and all of a sudden its clear the ad is building up to a climax. A driver then climbs into an Astra K and the crowd begins to murmur in disbelief.
The camera then reveal a jump positioned in front of a row of various mid-exec grade sedans from BMW, Audi, Mercedes-Benz, Jaguar and Volvo. The driver hits the gas, approaches the ramp and literally flies over the establishment.
The crowd goes wild and the ad cuts to black with a simple tagline, “Upsets the Luxury Class,” before up flashing up the various luxury features found on the Astra K: LED Matrix headlights, Wellness Massage Seat and Opel Onstar.
It’s admittedly strange and a bit out there but it’s clearly resonated with the public; the ad has garnered more than 112,000 hits in just 10 days.