RCLUB: Joy of Driving

Driving represents an escape—and a possible gateway to deeper connection—in a new spot for Toronto-based luxury auto share service RCLUB.

The two-minute spot from Toronto-based Smaller Agency, and directed by Sean McBride of Someplace Nice, showcases the throaty roar, acceleration and handling of a high-performance car but also adds an element of humanity. It features a father taking a young car-obsessed boy saddened by the apparent loss of his mother to a mostly empty parking lot, where he lets him use a remote control to “drive” a high-powered Ferrari.

The spot ends with an unexpected surprise, accompanied by the super “The joy of driving should be shared.” It is followed by the descriptor “Performance cars for use. No matter how you choose to use them.”

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