Audi's new ad promoting the S5 coupe stars out ominously, with a driver zooming up to a rickety stable in the deep of the night. The car stops, its headlights shining upon the glistening eyes of a beast behind the doors -- a restless, raging bull, who takes little notice of the chains that bind it.
The spot cuts to a rodeo, where the driver walks into the arena and the bull storms in -- only to be quickly tamed when the man raises his arm.
Created out of Venables Bell & Partners and directed by Smuggler's Jaron Albertin, "Monster" hinges on the idea that "in order to tame a monster, you have to unleash one of your own," according to a statement from the brand. A version of this spot aired last night during the Academy Awards broadcast on ABC.