To promote the release of Sony Playstation 4 racing title Gran Turismo 6, BBH New York digs into the roots of one of racing's all-time biggest heroes, Mario Andretti, and uncovers his first car love, a 1948 Hudson.
The multiplatform campaign features an online documentary that delves into the Italian-born driver's roots, from his years fleeing communist rule in Yugoslavia, to his move to the Nazareth, Pennsylvania, where his love for racing took full bloom. It was there that Mr. Andretti bought the rundown shell of a 1948 Hudson, which, with the help of his friends, he built into a fully working racing machine. The reconstructed car marked the start of his racing career which went on to span IndyCar, Daytona and Formula 1.
And now, to mimic Mr. Andretti's modest beginnings, Sony Playstation is rebuilding the vehicle once again, but this time, in an online experience with the help of Gran Turismo fans. During a live that runs through December 7, Sony and the game developers from Polyphony will be rebuilding another 1948 Hudson into a racing vehicle, pulling in suggestions and help from fans. Dropping into the event will be various guests from the auto and gaming world, including automotive journalist Andrew Comrie-Picard, the project's head mechanic Billy Hammon, Engine Builder Larry Slutter and GT6 Producer Taku Imasaki.
During Chapter 3 of the event, on December 16, the rebuilt vehicle will then be presented to Mr. Andretti, whom we expect will behind the wheel. The team for Polyphony will also turn the car into a "playable experience" within the GT6 game.