#thatPOWER Marketing stunt takes inspiration from Rock Band video games
Having been fairly quiet on the musical front since releasing #willpower back in 2013, it seems Will.I.Am has been indulging in a more imaginative form of sound production: hitting lasers with cars.
The Black Eyed Peas rapper features on a new promotional video for Lexus, during which he joins up with a team of engineers to reproduce 2013 single #thatPOWER using three cars and a carefully mapped out stash of lasers. The colourful pathway has been dubbed the ‘sound road’, and sees the cars cross a carefully drawn musical stave during the three-minute video.
It took 65 people a week to set up the #willpower rendition, which was filmed in a single evening of darkness. It relies on precision driving to recreate the beat and melody by interacting with the lasers laid out across a track.
“Working with the stunt guys to hit the laser targets in time with the music wasn’t easy to get right, but the result was awesome,” the singer said after a night of recording. It seems to have been genuinely difficult to film, given the looks of sheer relief on the participants faces at the end of the video.
Will.I.Am and the Black Eyed Peas were set to reform in 2015 to celebrate 20 years as a band, with another album promised alongside the shows. With tour dates yet to be announced and Fergie not featuring in new tracks ‘Awesome’ or ‘Yesterday’, however, it’s unclear if the reunion will still go ahead, or what its nature might be.
Will.I.Am is known for his stunts, having previously become the first person broadcast a song from Mars .