To promote its new 2014 Stingray, Corvette recruited test drivers to take a spin in the car for the “World’s First Reverse Test Drive”.
When you go to buy a new car, you normally take it for a test drive. Corvette, advertising agency Commonwealth and production agency, B-Reel offer up a new proposition in the ad campaign for the Corvette Stingray – instead of a person test driving the car, how about the car test drivers the person? In the ‘World’s First Reverse Test Drive’ video, five non-professional drivers were set up with biometric and EEG monitoring equipment, to read the mind – physiologically – and see how it reacts to driving.
During each test drive the brain waves and biometrics of the driver were monitored to see how they lined up with the car’s telematics data, and recorded emotions ranged from calmness to trepidation. The purpose of the experiment was to show the physical and mental reaction of drivers to the experience of being behind the wheel of a Stingray. Global Deputy Chief Creative Officer Andreas Dahlqvist explained:
[The car] is a completely reengineered vehicle and brings a whole new driving experience. An experience is very personal and intangible — how do you show what that looks like? Some of it is physical and some of it is cerebral. We captured both.
Carrying the point home is a customized Vimeo channel, where people can watch the campaign, test their own precision skills in an interactive video as well as learn more about each driver’s experience.
See World’s First Reverse Test Drive’ video below: