Idris Elba introduces the automotive spinoff of Art Basel

There are some weird vehicles on show in this film promoting Grand Basel

Published On
May 25, 2018

Editor's Pick

Idris Elba is a well-known gearhead. He stars in the BBC series "King of Speed," and in 2015, he broke a U.K. land speed record, careening a Bentley across a Welsh beach at more than 180 miles per hour. The effort was documented in the Discovery Channel series, "Idris Elba: No Limits."

So the prolific actor is the perfect spokesman for Grand Basel, a new showcase featuring vintage and collectible cars from the company best known for running the Art Basel art fair in Miami Beach. A short film from creative agency Jung von Matt/Limmat lets Elba wax introspective about why cars mean so much to him. And he gets to drive few, beginning with a stunning 1931 Alfa Romeo 6C 1750 GS Zagato. The "3710 SV" plate gives it away as the Alfa owned by celebrated classic car collector Corrado Lopresto.

As he tours around the Lingotto building, a former Fiat factory in Turin, Italy, Elba catches a quick glimpse of the 2018 GFG Sibylla, a fully-electric concept car developed by legendary auto designer Giorgetto Giugiaro and his son Fabrizio. Then he hops into a 1978 Lancia Sibilo Bertone, which fortunately never made it into mass production. Elba seems to enjoy the boxy lines and retro-futuristic form, but there's no accounting for taste. Finally, the gull-wing doors of a 2015 Zagato Mostro beckon, and he rides off into the night.

Is the voiceover a bit overwrought? Sure. At one point Elba raises a hand to shield his eyes and very obviously fails to do so in any way. A brief scene of him in an apparently invisible car conjures images of Wonder Woman. But Elba's joy at the experience of driving these vehicles is contagious.

The first Grand Basel event will take place this September in Switzerland, followed by Miami Beach in February 2019. While the public will be able to see classic cars, it's geared toward wealthy buyers looking to improve their collections.


May 25, 2018
Brand :
Grand Basel
Agency :
Jung von Matt-Limmat
Executive Creative Director :
Dennis Lück
Creative Director :
Samuel Wicki
Art Direction :
Michelle Danilschenko
Art Direction :
Jannic Mascello
Project Management/Consulting :
Adrian Haut
Project Management/Consulting :
Fiona Gottwald
Media Relations/Content/Social Media :
Christoph Kinsperger
Media Relations/Content/Social Media :
Laura Saner
Director :
Elias Ressegatti
Cinematographer :
Daryl Hefti
Film Production :
Chocolate Films
Producer :
Michela Trümpi
Production Management :
Philippa von Wittgenstein
Color Grading :
Bryan Smaller
Color Grading :
Post Production :
Online Video Zurich
Music :
We Are All Astronauts
Sound Effects :
Peter Bräker
Sound :
Jingle Jungle
Film Editor :
Marko Strihic

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