“… and the stars look very different today
For here am I sitting in a tin can
Far above the world
Planet Earth is blue and there’s nothing I can’t do…”

–Space Oddity, David Bowie

If you’ve ever watched this classic animation, Heavy Metal, then you’ll likely feel a bit of a shiver when you learn that a car is cruising in space right now. Elon Musk’s latest dare-deviling elicits a deja vu about the opening scene of that movie.

That picture of Starman in the Roadster with the earth silhouetted behind him is an exciting pictorial representation of what 2018 should be; shoot ad astra, to the stars.

Last year Elon sent it out to us, the world, that the first thing Space X will be transporting to space on the Falcon Heavy will be a Roadster. And on Tuesday, the car roared off into space on top of the Falcon Heavy, right at the same pad man launched to the moon in 1969. This is one of OneWildCard’s prediction for 2018 which you can watch HERE

Elon Musk himself and Space X have established themselves as clever deviants and all aspects concerning the Falcon X’s launch mirror this; the car especially.    The car, Elon’s Tesla Roadster, was used in replacement for what would have traditionally been a slab of concrete (the purpose of putting anything on a rocket is to check the weight transporting capacity) but nah, that would have been boring. The feelers of your interest won’t be excited if it had been a concrete right? The idea itself is depressing and not so stimulating for those who have crazy sense of imagination.

With well placed words and design, Elon turned the launch into a classic case of cross promotional marketing. People are talking about this. Why? It’s unusual, it’s daring and let’s even throw a nod to the dissenting party and say it’s outrageous, nonsensical, even a thousand times eye-roll worthy. Yeah, all that. But people are talking about it.  Now, people are reminded that a car can cruise in the space, with music of choice on blare volume. If you’re wondering why I used the word “reminded”, know that Elon’s car is not the first to be in space. The Apollo Lunar Rovers already took that medal. But hey, when we’re talking about a car that’s going to be cruising in space for a while, the Roadster is it. Plus, it’s carrying the names of 6000 Space X employees’ names on a plaque which is awesome.

This is not the first time Space X is doing something so badass and non-conforming. A wheel of Le Brouvere cheese was launched along with its Dragon spacecraft’s first flight. Always, Elon seeks to raise the bar, to do “something unusual, something that made us feel” (Elon Musk). Can we agree that this is the spirit of real branding and marketing)? So when next you’re designing or marketing a brand, look to open a damn of feelings (good ones!) at best or a burst of opinions at least.

Hey, do you know you can get a ride on Falcon Heavy for as low as 90 million dollars? Before you protest, compare it to the price of the SLS which is 1billion. Start dreaming about that one wild ride.