SANTA MONICA — Director Baker Smith and Harvest Films were tapped to create a campaign that launches the 2011 Mediocrity, a new car that combines familiarity for the masses and a "basic is back" credo. While the campaign is in the editing stages, the carmaker’s Website (www.2011mediocrity.com) hints at the new vehicle, with an October 1 launch date.
"We offered a middle of the road execution that we felt spoke to the consumer," explains Smith. "Too often, the focus on performance, styling and drivability overwhelms campaigns, and the folks working on the project understood that innately. It was an exciting opportunity and we worked with a truly nice group of people."