Perhaps what makes Tesla’s success so far all the more impressive is that the company has nearly entirely relied on word-of-mouth and good press to move its units. Despite its lack of marketing, Tesla moved more than 22,000 vehicles last year, boasts a healthy waiting list, and gets more than enough favorable press.
However, there are some who think that if Tesla’s isn’t going to take the initiative to market its products, they’ll pick up the slack. That’s exactly what Everdream Pictures did with its independently made spot, Modern Spaceship, which went viral over the past couple of weeks and even picked up some seriously impressive recognition from Elon Musk himself.
Many have already seen the clip — a little boy and his wild imagination playing astronaut in his house before venturing into the garage to find Dad’s Tesla Model S sitting there. Needless to say, the game is kicked up a notch once inside the modern and almost sci-fi like vehicle before Dad opens the garage door with a knowing smile. It’s among the more touching automotive spots, up there alongside Volkswagen’s hit ad featuring a kid dressed as Darth Vader and his Dad having fun at his expense with the remote start.
Everdream spoke up about its newfound fans and publicity, saying that though the company has an immense amount of respect for the company and the car, there is no official connection.
“We have no real connection to the vehicle but are passionate about what the brand and Elon Musk stand for. We also just feel like it’s one of the greatest cars of our generation,” Everdream co-CEO James Khabushani told Adweek.
“We’re trying to make a big statement. Why are brands still spending $2-plus million on a commercial? This spot is professionally produced and produced for $1,500, which went towards the cost of travel, food, a motel, etc.,” Khabushani told Adweek. ”And sure, we pulled a ton of favors from our wonderful crew, but still, we can create content better, faster and cheaper. Imagine what we could do with a $250,000 budget? Times have changed. Technology is finally impacting media in a big way. Cameras are better and much cheaper. The fact is, college kids can produce great content.”
That bet seems to have paid off. When asked via Twitter if Tesla was planning to work with Everdream, Musk said, “Yes, I’m confident that Tesla will do something with them.” It’s an unconventional method of selling services, but unconventional is what Tesla does best.