WongDoody Amplifies Alpine's Audiophile Image | Adweek WongDoody Amplifies Alpine's Audiophile Image | Adweek
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WongDoody Amplifies Alpine's Audiophile Image

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NEW YORK Alpine Electronics on Thursday debuted a six-minute film on the Internet and at the Consumer Electronics Show in Las Vegas featuring a futuristic world where no one can hear.

"Mute," by WongDoody in Los Angeles, was created to showcase the client's Honda Civic demo car, which incorporates an Alpine automotive stereo system. The dialogue-free film depicts a world where people have no ears. At a nightclub they silently drink Technicolor beverages and gaze at light shows. When a light-show DJ is thrown out for trying to steal another man's girlfriend, he spots the car and gets inside. As the stereo starts pumping music, he grows ears and suddenly is aware of all the sounds around him. At the end of the short, copy reads "Non-stop music" and the Alpine logo appears.

"What we're really trying to achieve with this project is to amplify the brand and make the brand a little bit more real," said creative director Tracy Wong. "A certain target already knows [Alpine] is the high end, and through the Web we wanted to broaden that message to people outside of that small 'audiophile' audience."

Music-video directors The Brothers Strause, who have crafted videos for Britney Spears and Linkin Park, directed the film out of HSI Productions. It was shot over three days in Los Angeles. Mike Simpson of the Dust Brothers created the musical accompaniment.

Wong, who worked on the film along with copywriter Jeff Bossin and art director Eric Goldstein, said he enjoyed the chance to take a break from 30-second spots.

"To tell a story over six minutes really offers a different mind-set," Wong said. "You don't have to cram everything into 30 seconds. The message didn't have to be full of copy points."

WongDoody has worked with Alpine, based in Torrance, Calif., for four years. E-mails and in-store posters support the effort, which can be seen at www.mutemovie.com.