Lucky Star (advertisement)

Lucky Star is an

The 2½-minute presentation centres on Mr. H (del Toro),[1] whose success in gambling and on stock market trading attracts the attention of United States intelligence agencies, who are suspicious as to how he can be so consistently lucky.^[2] They cannot find any evidence of illegal behaviour but nonetheless continue to hound their suspect, eventually forcing him to flee.^[2] Pursued by the authorities, including a helicopter, through downtown Los Angeles, he makes a surprise getaway in his car^[1] with his female companion Evilina (Cristina).^[5]

Concept

The piece aired in cinemas and on television in the United Kingdom market,^[1] starting in July 2002.^[4] Participating cinemas aired it as part of the forthcoming-presentations block, after other advertisements, to further promote the illusion of a feature film;^[2][4] advertising rules only require clear transmission of an advertisement's nature in printed media.^[2] A companion "official film" website was also commissioned.^[3] The production cost for the entire campaign was estimated at GBP 5 million (then US$7.9 million).^[4]

Director Michael Mann imagined the piece as if it were a complete motion picture, hiring a number of the

Media reaction to the premise of Lucky Star commented on its style of product placement as novel and subtle,^[2][4] drawing comparison with an earlier advertising campaign by BMW,^[1] but also criticised Mann and Mercedes for utilising moviegoers' suspension of disbelief to promote their product.^[2][4]

References