Corvette Stingray “World’s First Reverse Test Drive”

 

 

It’s true – the 2014 Corvette Stingray can literally read the driver’s mind in Commonwealth’s “World’s First Reverse Test Drive” campaign. Using brainwaves to illustrate what it’s like to reverse test drive the vehicle, the production company B-Reel and Commonwealth looked to five professional drivers to illustrate the concept.  

 

B-Reel strapped each driver with the latest in remote biometric monitoring systems, allowing them to precisely measure vital responses to driving the Stingray. EEG data, which measures voltage fluctuations resulting from ionic flows within the neurons of the brain, was measured using the BrainAvatar system. Other vitals including electrocardiography, heart rate, and respiration were measured using a BodyGuardian monitoring system. From feelings of trepidation to increased calmness/ fearlessness, B-Reel found each driver reacted differently when they drove laps around the track, with a pro-driver providing the baseline for comparison. 

 

The Stingray itself was fitted with a V-Box recording device, allowing B-Reel to gather precise data on the performance of the vehicle. Velocity, track position, engine speed, and G-Force were only a few of the variables they were able to use to assess each driver's performance.

 

With B-Reel’s previous experience with brain-wave experimentation through campaigns with furniture maker Varier, which analyzed kids’ thoughts and turned them into furniture, and Mind Scaletrics, which allowed users to control the speed of a toy car with just their mind, they were able to track the drivers’ neurological data to capture a new driving experience.

To view the work and find out more about the campaign, click here 

Credits 
Agency: Commonwealth
Chief Creative Officer: Linus Karlsson
Client: Corvette
Deputy Chief Creative Officer, Global: Matt Canzano
Deputy Chief Creative Officer, Global: Andreas Dahlqvist
Chief Production Officer: Brian DiLorenzo
Copywriter: Ryan McCarthy
Copywriter: Jordan Miller
Art Director: Brian Mekjian
Art Director: Jason Pierce
Director of Content: Jeff Beverly
Director of Technology: James Vreeland
Executive Broadcast Producer: Agnieszka Palarz
Senior Producer: Matt Flaker
Senior Producer: Noah Schusterbauer
Senior Producer: Adam Davis
Senior Producer: Kristen Regnarus
Associate Interactive Producer: Ryan Wallace
Associate Interactive Producer: Gillian Ennis
Business Affairs Manager: Stacy Swann
Global Strategy Director: Conner Huber
Strategist: Kelsey Ellefson
Product Insights Specialist: Ryan Botkin
Production Company: B-Reel
Directors: Jon + Torey
Editorial/Post: STS-Griot
Editor: Dave Crosslin
Editor: Zach Dufresene
Producer: Joan Porter
Color: Brent Edwards
Post: Filmworkers
Color: Mike Mazur
Music: Massive