Cassette culture is revived and well: all it needed was a supermodel, controversial author and ironically, an iPhone app to breathe new life into it. A new ad from Booktrack features Petra Nemcova and James Frey in an uncomfortably provocative master and servant scenario while paying sly homage to Maxell’s classic “Higher Fidelity” commercial, which blew people away in 1983. British fans may recall the U.K.-only version that featured Bauhaus’s Peter Murphy; younger fans may be more familiar with the late Ryan Dunn’s parody of the clip. In any case, Maxell’s ad is a nugget of Eighties ephemera that manages to keeps on giving.
Booktrack’s take on the iconic ad skips the analog nostalgia, but amps up the style and sound quotients to make its selling point – enhancing your e-book experience with synchronized soundtracks – a little sexier. Nemcova poses as Frey’s coquettish (Marchesa-clad) maid, donning erotic accessories from Kiki de Montparnasse and Christian Louboutin — brands you’re unlikely to encounter at Barnes and Noble any time soon. She plugs Frey into his new app and, as he begins to read, ambient music thunders out. The result? Sensory overdrive, for reasons we suspect go beyond Frey’s awesome, synaesthetic reading experience. Literary thrillseekers everywhere, take heed.
Watch Booktrack’s trailer:
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