The theme of this campaign is 'Weird, right?' and the spots lean in to the idea of weirdness in a well constructed way appealing to millennials, while poking light fun of James Franco's public persona. The spot showcases the differences and similarities between the iM and iA models, design for people who want to stand out from the crowd.
The Mill 2D Lead Jade Kim adds 'Within this spot we wanted to accentuate the smaller details of the car. Simultaneously highlighting both of the cars different features in a cohesive way.' The campaign has a great light-hearted approach while being odd and funny.
Don't follow the crowd, stand out, be sensible, artsy and eccentric. Weird, right?