The Mill’s “Blackbird” transforming automotive advertising


An interesting piece came out of the Cannes Lions awards with The Mill setting out to transform the automotive advertising industry with the “Blackbird”. The Blackbird is a fully adjustable car rig that mimics a real car. This allows the advertiser to shoot at any time, in any location, without the need for the car to be physically present.

Our take

This technology poses quite a conundrum for the automotive advertising industry moving forward. It gives advertisers the ability to shoot any car in any environment with ease, eliminating many costs and simplifying the process. However, it does raise the issue of realism in advertising. Advertisers are often accused of realistically reflecting products in advertising, and the use of this technology could further fuel this concern.

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