Photo: Screenshot from Vimeo
The absence of a front-mounted engine (or any engine whatsoever, for that matter) meant that the Tesla Model S could use the freed-up space any way it saw fit.
And so it used it to create crumple zones for excellent crash safety ratings, as well as coming up with a front trunk that people affectionately refer to as a "frunk." Up to this point, nobody had any idea how useful this storage space could be, especially with the rear-wheel-driven models where its volume is even more impressive (all-wheel-drive versions get a second motor installed on the front axle, reducing the space.
The frunk was so heavily featured in any discussion on the Model S that it's pretty hard to believe there's anybody left on this Earth who doesn't know about it. However, that's precisely the premise this third-party Tesla commercial builds its whole narrative on, but since it's so well-made, we'll let it slip.
The reason this ad looks so well is that unlike any of the previous clips, it is made by professionals. Since Tesla doesn't pay for traditional advertising, all commercials we've seen so far have been done by fans of the brand, and this one makes no exception. That doesn't mean it's not entirely exceptional, something that becomes apparent from the first few seconds of the video.
There's that cinematic quality you can't get with amateur equipment, but there's also the coherent storytelling that shows the involvement of a bona fide director - Christoph Lacmanski, in this case. There are the usual beauty shots of the red Model S, but there's also a tension build-up, suspense, a mystery that needs to be solved and, of course, an unexpected ending. And speaking of the ending, that's probably the least professional and worst part of the whole clip. That guy could never be a police officer. Not with that hair and that accent.
The frunk was so heavily featured in any discussion on the Model S that it's pretty hard to believe there's anybody left on this Earth who doesn't know about it. However, that's precisely the premise this third-party Tesla commercial builds its whole narrative on, but since it's so well-made, we'll let it slip.
The reason this ad looks so well is that unlike any of the previous clips, it is made by professionals. Since Tesla doesn't pay for traditional advertising, all commercials we've seen so far have been done by fans of the brand, and this one makes no exception. That doesn't mean it's not entirely exceptional, something that becomes apparent from the first few seconds of the video.
There's that cinematic quality you can't get with amateur equipment, but there's also the coherent storytelling that shows the involvement of a bona fide director - Christoph Lacmanski, in this case. There are the usual beauty shots of the red Model S, but there's also a tension build-up, suspense, a mystery that needs to be solved and, of course, an unexpected ending. And speaking of the ending, that's probably the least professional and worst part of the whole clip. That guy could never be a police officer. Not with that hair and that accent.
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