Mercury Introduces "Meet the Lucky Ones"

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Mercury "Meet the Lucky Ones"
Automaker Mercury has staked out the Yahoo! homepage today with a promotion for its elaborate new interactive narrative aimed at promoting the Mercury Mariner SUV.

Titled "Meet the Lucky Ones," the online effort uses a mix of short films and interactive elements to tell an episodic story involving a cast of ten offbeat characters. The storyline will evolve over the course of five weeks and fifty short films -- with a new film being added for every character each week. Users can also peruse the characters' belongings in an interactive environment for information that advances the plot.

Created by New York-based boutique Kirt Gunn & Associates for Mercury digital agency Wunderman/Detroit, the campaign was executed in conjunction with a roster of heavyweight creative talent that includes and director Derek Cianfrance, who directed all the video elements; Mother/N.Y., who served as creative consultants; Da Ali G Show writer Ed Herbstman; and songwriter Stephin Merritt of the Magnetic Fields, who provided the series' theme song and other music.

The site also offers users the chance to become a "lucky one" with an opportunity to win a Mercury Mariner.

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