Traditionally, electric automaker Tesla Motors hasn’t needed to spend much money on advertising. In fact, in its twelve-year history, the majority of online ads we’ve seen — first for the Tesla Roadster and then for the Tesla Model S — have been fan-made.
Essentially, Tesla hasn’t needed to advertise its cars because its fans do that for them. And as it turns out, its some of its fans are truly talented videographers.
But two days ago, a new video called LightDrive Teaser appeared on video-sharing site Vimeo from imaging studio Digital Giant that appears to show glimpses of a Tesla Model S (or perhaps a Model X electric SUV) driving through a city nightscape at speed. While the majority of shots are fleeting, close-up images of the car itself, there’s one shot in particular which catches our attention: a lingering pass over the rear hatch, clearly showing the dark, stamped metal plates reserved for auto manufacturers testing a pre-production or prototype car.
Unfortunately, the video itself isn’t allowing embeds, but you can see it for yourself by following this link. As the name suggests, it appears to be a teaser video for a longer full-length video due to be released at some point in the future. If we had to guess, that will likely be an ad.
Initially, we wondered if the video was a promotion for the upcoming Tesla Model X crossover SUV. Given Tesla promised yesterday during its earnings call that we’ll see Model X deliveries start in just six months’ time and today marks the start of the 2015 Chicago Auto Show, it all seemed to fit.
Closer examination reveals that the video seems to be made up of shots from several different cars, and we can clearly see glimpses of a Californian license plate in some of the daytime shots of a Tesla Model S whizzing along a deserted road.
Stop the video at the right frame, and you’ll see that the rear close-up studio shot of the Tesla wearing manufacturer plates also wears the “Model S” nameplate too, so we’re pretty sure this isn’t a video heralding some new and as-yet undisclosed Model X revelation and is instead perhaps a promotion for the new Tesla Model S P85D.
Of course, it could also be an in-house project from the imaging studio, but since some of its previous clients include a swathe of different automakers including Toyota, Honda, Hyundai, Jaguar Land Rover and Ford, we think that’s highly unlikely.
Rumors via various social media networks say we’ll hear more in a few days, but we’ve been unable to clarify or substantiate them further.
We’ve also reached out to both Digital Giant and Tesla for comment, so we’ll let you know if we hear back.
In the meantime, we’re curious to know what you think. Is it the start of a brand new, Tesla-funded ad campaign? Is it a red herring for another project that has nothing to do with the Californian automaker? Or is there something else going on that we just don’t know about yet? And what about that name? Is LightDrive a hint?
Leave your thoughts in the Comments below.
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