Slate

In Plain Slate

Cars have become overpriced, overcomplicated, and filled with unnecessary parts that average car buyers don’t need but pay for. Slate’s revolutionary truck offers radical personalization. An EV stripped of unnecessary parts, it allows buyers to customize it into an SUV, wrap it in any design, and fit hundreds of accessories. This unprecedented level of personalization meets any need, no matter how specific or eccentric.

The Tease

To tease the campaign, we showcased five radically different versions of the same vehicle, each designed for an absurd businesses—like a therapist for your cat, a witch on demand, and a ride-share that rocks crying babies to sleep. We then strategically parked on Abbot Kinney in LA, where press, influencers, and passersby could discover them.

Each car was equipped with a QR code that led to cryptic teaser websites, counting down to the official launch day.

The Reveal

We then dropped a mock-umentary film following the life of one of our customers — a man with a struggling Human-Taxidermy business.

More to come soon!

Agency: Mischief
Sr. CW: Alli Walker
ECD: Kevin Mulroy