California-based electric supercar startup Faraday Future's mission statement explains, "We aspire to redefine what people expect from personal transportation and [first production car] FF 91 reflects this new vision of advanced mobility." Yet since it was founded three years ago, the company has been plagued with negative headlines. Once-billing itself as a "Tesla-killer," it has seen mishap after mishap including a total FF91 "fail" during CES earlier this year, the loss of key execs and the scaling back of its U.S. production plans.
Nevertheless, to remind consumers that it's still around and still aiming to be a player in the market, it released a new film in honor of its three-year anniversary. The "Emergence" online ad is pretty much all product, no story, with a few head-scratching artistic touches. Created in-house, it opens on a misty nature scene. A quiet keyboard-driven track plays as we see the brand's spacey FF 91 SUV drifting through woodsy canyon roads. The music then amps up as the car hits the city streets and then, the open road. The cuts get faster and random scenes of waves crashing cut in, along with various sheet metal shots as the car that zooms off, presumably, toward a brighter future.
Meanwhile, the leader in the field, Tesla, recently made a marketing play that leverages the creativity and passion of its fans, who have avidly created some pretty ambitious spec ads for the automaker. It debuted the Project Loveday contest, inspired by a request from a young environmentally-conscious girl. It asks consumers to create more of their own Tesla spots, and even agencies have jumped in with their bright ideas.