- Date: May 16, 2018
- Type: Television Commercial
Grand Basel – Idris Elba „What Gives Cars a Soul?“
Idris Elba celebrates automotive masterpieces with Grand Basel.
Grand Basel is a new show that gathers the world’s most remarkable vehicles from the past, present and the future in the contexts of art, design, architecture and lifestyle. Automotive aficionado and multi-award winning actor Idris Elba explores his “lifelong obsession” for cars in a new film for Grand Basel, the ultimate show for automotive masterpieces. Grand Basel will commence a global tour starting this September, and the movie provides an exclusive visual preview. In the film, Idris explores the characteristics of a car that make it a masterpiece and searches for an answer as to what gives a car its soul. The setting of the movie is highly significant, as it was shot inside the iconic Lingotto automobile factory in Turin. Viewers are reminded of the connection between the automobile and art, design, architecture and lifestyle. The inaugural Grand Basel show will take place from 6 to 9 September 2018 at Messe Basel, Switzerland.
I wonder. Is it soul that gives things meaning? Cars. A lifelong obsession of mine. I remember being in the back of my parent's Cortina, age four, using a hanger as a steering wheel, turning as if I was driving myself. What are cars beyond mere transportation? Is it about acceleration? Speed? Is it the looks? Like a piece of art? Or is it it's history? It's gotta be more than that. Listen to this! Does it's shape, it's aesthetic, make it art? Isn't it amazing how this car still stirs up emotion like it did when it was brand new.What is that? How could this not be art? Dreams, is what this is.
So is it all this together that makes a certain car a masterpiece, that ultimately gives it a soul? You want to find out more? Join us at Grand Basel.
Basel 2018 | Miami Beach 2019 | Hong Kong 2019