Creativity

Racehorse Legend 'Secretariat' Becomes a Metaphor for Audi's Cars

Marc Forster Helms Ad for the 2018 S5 Sportback

By Alexandra Jardine. Published on May 31, 2017

Editor's Pick

Audi is promoting its 2018 S5 Sportback model in a new spot that compares the car to legendary racehorse Secretariat, who won the Triple Crown nearly 44 years ago to this day (and is perhaps best known to viewers as the subject of a 2010 Disney film).

High-profile director Marc Forster of Tool ("Monster's Ball" and "The Kite Runner") helms the ad, for Venables Bell & Partners, and, using a mix of both real-life and fictional footage of the horse, depicts Secretariat as as a metaphor for the car's speed and performance. It asks: "What made Secretariat the greatest racehorse that ever lived?" and goes on to reveal that his secret was a heart twice the size of an average horse. The spot ends with the words: "Progress is powered from within."

Forster commented in a statement: "Perspective is very powerful. The way we see something is how we define its meaning and value. What I found most inspiring about the parallel between Audi and Secretariat is how this metaphor, this perspective, translates history into art and shifts how we think of something, so that we feel something."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
May 31, 2017
Agency:
Venables Bell & Partners
Client:
Audi
Director:
Marc Forster
Founder & Chairman:
Paul Venables
Partner:
Will McGinness
Executive Creative Director:
Will McGinness
Creative Director:
Justin Moore
Art Director:
Avery Oldfield
Copywriter:
Adam Wolinsky
Director of Integrated Production:
Craig Allen
Associate Producer:
Emily Tarran
Head of Brand Management:
David Corns
Group Brand Director:
Chris Bergen
Brand Supervisor:
Jessica Lo
Brand Manager:
Abu Ngauja
Brand Manager:
Hope Stadulis
Group Strategy Director:
Tonia Lowe
Director of Business Affairs:
Quynh-An Phan
Project manager:
Leah Murphy
Production Company:
Tool of North America
Director:
Marc Forster
Managing Partner:
Oliver Fuslier
Executive Producer:
Brad Johns
Head of Production:
Ian Flavey
Producer:
Lee Trask
Editing Company:
Lumberyard
Director:
Raquel Bedard
Editor:
Naomi Goodman
Post Producer:
Jenna Van Deventer
Music Company:
Human
Music Composer:
Gareth Williams
Creative Director:
Gareth Williams
Executive Producer:
Jonathan Sanford
Final Mix:
740 Sound
Final Mix:
740 Sound
Mix:
Chris Pinkston
Mix:
Chris Pinkston
Assistant Mixer:
Scott Pinkston
Assistant Mixer:
Scott Pinkston
Executive Producer:
Scott Ganary
Executive Producer:
Scott Ganary
Producer:
Jeff Martin
Sound Design:
740 Sound
Sound Designer:
Chris Pinkston
VFX Studio:
Framestore
VFX Shoot Supervisor:
Chris Eckardt
VFX & COMP Supervisor:
Michael Ralla
2D Artist:
Alex Villabon
2D Artist:
Kingsley Rothwell
Flame:
Sarah Marikar
Flame:
Ryland Bowen-Johnson
CG Lead:
Todd Herman
CG Artist:
Katie Schiffer
CG Artist:
Anthony Thomas
Executive Producer:
James Razzall
VFX Producer:
Morgan MacCuish
VFX Coordinator:
Jamie Runkle
Editor:
Jake Keller
Color Correction:
Company 3
Colorist:
Sofie Borup
Producer:
Alexandra Lubrano

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.