How do you launch a car that has no roof, no windshield, and is priced over a million? We chose humour.
Instead of giving reasons to own the car, we created “250 Reasons Not to Buy the PureSpeed.”

What began as a social campaign became fully integrated with 250 assets across platforms, product drops, digital out-of-home, guerrilla activations, a pop-up event, downloadable mod in GTA Online, and even a job opening for a Personal Meteorologist. The result? Not only did all units sell out, but an ultra-exclusive product became desirable to millions, and won a bronz lion at Cannes.