Some visions of the future are pristine and clean, all straight edges. Not George Miller’s Mad Max. First arriving in cinemas in 1979, this series of dystopian films is all about dusty deserts, smoke-belching cars and psychotic scavengers.
This fact has inspired a promo/activation for the latest film, Mad Max: Fury Road, from Toronto agency Lowe Roche. Participants who agree to get their cars “washed” in dust and mud amid scavenged metal and the odd sun-bleached skull get a free pass to see the film, which stars Tom Hardy and Charlize Theron.
The R-rated film is currently in theaters.