Diangy Goes Naturel for Mercury Mariner

Newly returned from their feature debut, Alien vs. Predator 2, tight’s The Brothers Strause have created a striking ad for the 2008 Mercury Mariner, accomplishing exactly what the new vehicle promises to be: the perfect synthesis of style and technology.

The ad, part of a larger campaign helmed by the Brothers and created by Y&R Team Detroit, employs the latest 3D computer-generated animation technology to create visually captivating images of the 2008 Mercury Mariner that focus on the vehicle’s design features and its available hybrid powertrain.

The TV spots are produced by Tight Films and directed by The Brothers Strause, an award-winning team whose latest credits include VFX Supervision on the movies, “300,” the “X-Men: The Last Stand,” and the Academy-Award winning “Titanic.”

Hydraulx, a special effects company owned by The Brothers Strause, researched particle and fluid movement and created their own computer code to generate the sound wave effect in the first Mariner spot. Two additional TV spots, also directed by The Brothers Strause, are planned to begin airing later this month. A similar creative approach will be carried through to the online ad campaign, which also is slated to begin in April.

“We’ve put a lot of creative power behind these ads because we want to underscore the design sophistication of the 2008 Mercury Mariner,” said Mike Richards, Lincoln Mercury General Marketing Manager. “The Mariner is a very important vehicle to our line-up as it has proven to be very effective in attracting new customers to the Mercury brand. The latest sales data shows more than a 48 percent conquest rate for the Mercury Mariner and that it has been well-received among a diverse range of consumers.”

The Mercury ad campaign employs sophisticated photography techniques and draws the eye to the Mariner’s contemporary design. The first TV spot for the 2008 Mercury Mariner, titled “Sound Waves,” opens with Mercury spokesperson Jill Wagner posing the question, “What happens when an idea strikes just the right note?” Wagner taps the Mercury logo and sound waves reverberate and take shape in the form of the Mercury Mariner. The image then comes into focus to highlight the new design features of the vehicle, both inside and out.

About Tight Films

The latest venture of distinguished ad industry mainstay Jonathon Ker – in which he is partnered with Rich Carter and Don Block – is as its name suggests: a solid, close-knit commercial production company with three directors on the roster and a master plan that includes no more than six.

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