Rolls-Royce has come up with a gift, but also a striking campaign, to promote the Cullinan Black Badge.
You may know that embarrassing feeling when your father starts doing fun in front of your friends. The only thing you think is “Dad, do it normally”, but you smile with a friendly nod. That feeling comes up a bit with this action from Rolls-Royce North America.
A few years ago Rolls-Royce introduced the Black Badge label. With the introduction it already became clear that Rolls was focusing on a different and new audience in comparison with the traditional clientele. The brand does it all over again with the new Cullinan Black Badge.
Next month Rolls-Royce Motor Cars Beverly Hills will have an exhibition where this special photo series will be central. What you see is a Cullinan Black Badge, captured by photographer Mark Riccioni in circumstances that you don’t easily associate with a brand like Rolls-Royce. The photos were taken in and around Los Angeles, California. They show the Cullinan in combination with the local car culture. Think lowriders and bikers.
The Cullinan Black Badge in question is uniquely specified for the promo. In the back is a DJI Mavic Mini drone, a 12.9-inch Apple iPad Pro, a 16-inch Apple MacBook Pro, a Sennheiser PXC550 MkII noise-canceling headset, Persol PO3225-S sunglasses and Supreme clothing. It is obvious that the brand does not focus on old British men with big bank accounts, but in this case (young) guests with big bank accounts or a rich dad who wants to find out something nice for the Sweet 16 from son or daughter.
Yes, if you come to a meeting in a Cullinan there is really no one who takes you seriously …
Will work pretty well in America. Smart move.
And where are you going to hide your stash in your Cullinan?
Persol sunglasses. Nice man. I think that the 3225 is only a bit moderate.