The first words we hear in Aston Martin’s new cinematic campaign ask us to reconsider the definition of power, as acclaimed actor Felicity Jones introduces the marque’s exceptional DBX707. Set against brooding landscapes, the film features the award-winning actor as she makes a moving speech about the changing dynamics of power in modern life, with the Aston Martin Racing Green DBX707, the marque’s benchmark-setting high-performance SUV, also taking centre stage.
In its most significant campaign of 2022, Aston Martin explores the shifting meaning of power, challenging traditional perspectives in favour of a more considered, yet still ground-breaking approach — an integral part of the marque’s DNA. Power is no longer equated solely with performance, but with identity, character and attitude. DBX707 has all these qualities in abundance, a characterful machine with an expansive temperament.
Jones is no stranger to bold characters and dramatic locations. In a career that began at the age of 12, the British star has acted on the stage, radio, television, and film. Her breakout role as Jyn Erso in Rogue One, Gareth Edwards’s striking 2016 addition to the Star Wars canon, brought her skills to an international audience. Jones refuses to be pigeonholed or typecast. She has played roles as diverse as Stephen Hawking’s wife Jane in The Theory of Everything (2014), for which she was nominated for an Academy Award, to the pioneering associate justice of the Supreme Court of the United States Ruth Bader Ginsburg in On the Basis of Sex (2018).
Aston Martin’s Renato Bisignani, Global Head of Marketing & Communications, says that the new campaign “continues Aston Martin’s passion for partnering with leading British talent to bring our brand and our unique combination of ultra luxury and high performance to life.”
Aston Martin DBX707 has set new benchmarks for its sector, a definitive expression of power and contemporary luxury wrapped up in stylish, elegant bodywork that encapsulates Aston Martin’s century of innovation and inspiration. Right from its unveiling in February 2022, DBX707 was hailed as a truly accomplished extension of the award-winning DBX’s character and capabilities. With a top speed of 193mph, and 0-62mph achieved in just 3.3 seconds, the DBX707 is truly a “sabre in a segment of sledgehammers”, with the refinement and poise of Aston Martin’s finest GT cars blended with the savage fury of its acclaimed track machines.
The short film culminates in the DBX707 drawing up alongside Felicity Jones on a deserted road in the heart of the moors, and encapsulates not only the breathtaking performance of the SUV itself, but also the power of Aston Martin to effect change as a world-leading innovator in the industry.
This story is an extract from an article featured in the AMXX issue of Aston Martin magazine, out now. If you're not already a subscriber, visit magazine.astonmartin.com/magazine-subscription so that you can read the full story.