Cars Dream of Vacation in Sid Lee’s Spot for Ubisoft’s The Crew Motorfest

For the highly anticipated release of The Crew Motorfest, the third iteration of The Crew game series, its global action-driving game franchise, Ubisoft turned to Sid Lee Paris to create a campaign that would catch the eye of gamers, car lovers and anyone missing the thrill of driving the world over.

Do you remember the feeling that overcomes you as you switch gears? The thrill of acceleration? The feel of the engine’s power going its maximum?  Today, with more regulations than ever before and the rise of autonomous cars, the thrill of driving is at risk of gradually disappearing from our daily lives.

However, in The Crew Motorfest, you get to live the ultimate driving experience: explore freely the Hawaiian island of O’ahu, a new paradisiac playground marking the first time the franchise ventures beyond mainland North America; celebrate all of car culture with Playlists, exclusive prototypes; and enjoy an ever-changing program of activities within the festival.

With The Crew Motorfest we can say: long live the thrill of driving.

Sid Lee Paris presents 'Life is Better at Motorfest', an 80-second film that ironically illustrates what all cars dream of. The Crew Motorfest doesn’t just feature more than 600 vehicles, including hundreds of dream cars: it’s a game that bring to life the dream of any car: being able to drive without limits, never stuck in traffic, just enjoying the open road and vibrant sensations.

Opening onto three beautiful cars stuck in a traffic jam – a Lamborghini Huracàn Tecnica, a Porsche Taycan Turbo S and the latest Nissan Z – we see the itch to escape from their perspective.

Motionless, they spot a billboard advertising the Motorfest, the festival giving its name to the game, and they suddenly start to dream.

Thus, in a universe of paradisiac roads, a waterfall becomes the perfect car wash, they picture themselves getting waxed under the sun before getting together around campfire.

Set to 'The Sweet Escape' by Gwen Stefani featuring Akon, the live-action film was shot in Miami and edited using VFX to showcase the game’s vibrant colours and dreamy vibes thanks to an orange-pink colorimetry.

The campaign launched on September 11th, when The Crew Motorfest opened its Early Access before the wide release of the game on September 14th. It can be seen as an invitation for everyone to experience Motorfest, which could be done through the Free Trial, allowing everyone to play The Crew Motorfest for free for 5 hours from September 14th to 17th.

Stéphane Soussan, executive creative director of Sid Lee, said, “The pleasure of driving should never die, but today, in real life it’s not a priority anymore. We must look for alternatives that are cleaner and perhaps even less fun. The Crew Motorfest is, without a doubt, an amazing option for rediscovering the thrill of driving with no limits. We wanted to make this ad a real moment of pleasure. “