Creativity

Audi Throws Down the Gauntlet to Speed Demons

Two-Minute Films Challenges Drivers to Prove Themselves on the Track

By Ann-Christine Diaz. Published on Jul 20, 2017

Editor's Pick

Audi recently got flak in China for its comedic ad likening a bride to a used car. But in the U.S., the auto brand continues its high-drama approach, in a two-minute film that throws down the gauntlet to wannabe speed demons.

Created out of Venables Bell and directed by Stink's Salomon Ligthelm, the film stars a leather-faced caretaker played by actor Michael Maino (who looks like he could be Dennis Hopper's brother). He serves in the role as "keeper of the stable," but the horses he tends to are all Audi sports cars.

The caretaker opines on how Audi cars, on the race track, are both proving ground and democraticizing force for lovers of speed. "This is the one place you have the opportunity to access these particular and fierce creatures," he says. "This is the crucible... These cars don't care if you're chief executive officer, majority shareholder or master of all you survey. We only speak one language here -- speed."

Visual metaphors like a car on a football field, bees turning into bullets, highlight the skills a driver needs to maneuver an Audi.

The caretaker then dares drivers to take the plunge on their passions. "Please do me yourself and everyone else a favor and tell me this. Is this level of performance something you really want? Something you can truly appreciate? Or do you just want to want it? Because you're not test driving these cars my friend. They're test driving you."

The ad aims to promote recently updated Audi Sport vehicles, the TT RS, RS 3 and R8 Spyder as well as the R8 Coupe. Previous spots have likened Audi to untameable beasts, including the rodeo-themed Oscars spot.

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About

Credits

Date
Jul 20, 2017
Agency:
Venables Bell & Partners
Client:
Audi
Founder, Chairman:
Paul Venables
Partner:
Will McGinness
Executive Creative Director:
Will McGinness
Creative Director:
Justin Moore
Senior Copywriter:
Rus Chao
Senior Art Director:
Rich North
Associate Creative Director:
Matt Keats
Associate Creative Director:
Matt Miller
Director of Integrated Production:
Craig Allen
Senior Producer:
Matt Flaker
Director of Business Affairs:
Quynh-An Phan
Business Affairs Manager:
Sametta Gbilia
Head of Brand Management:
David Corns
Group Brand Director:
Chris Bergen
Brand Director:
Jon Phillips
Brand Supervisor:
Jessica Lo
Brand Operations Manager:
Susan Kim
Brand Operations Manager:
Hope Stadulis
Group Strategy Director:
Tonia Lowe
Brand Strategy Director:
Brian Longtin
Creative Resource Manager:
Leah Murphy
Creative Resource Manager:
Jennifer Zhu
Senior Traffic Manager:
Jermelia Holling
Production Company:
Stink
Director:
Salomon Ligthelm
Managing Director:
Jeff Baron
Executive Producer:
Jeff Baron
Line Producer:
Paul Ure
Director of Photography:
Paul Meyer
Production Designer:
Jay Hougaard
Editing Company:
Final Cut - LA
Editor:
Rick Russell
Assistant Editor:
Zoe Schack
Executive Producer:
Eric McCasline
Executive Producer:
Suzy Ramirez
Producer:
Barbara Healy
VFX/Finish:
MPC
Creative Director:
Rob Hodgson
CG Supervisor:
Ryan McDougal
Lead Compositor:
Jim Spratling
Producer:
Jamie Loudon
Music Company:
Squeak E Clean Productions
Composer:
Andrew Judah
Creative Director:
Rob Barbato
Executive Producer:
Amy Crilly
Producer:
Stephanie Gocke
Recording Artist:
Andrew Judah
Track Title:
Square In The Gut
Sound Design & Mix:
740 Sound
Lead Sound Designer/Mixer:
Chris Pinkston
Sound Designer:
A Josh Reinhardt
Sound Designer:
Rob Marshall
Executive Producer:
Scott Ganary
Producer:
Jeff Martin
Color Correction:
Company 3
Senior Colorist:
Stefan Sonnenfeld
Executive Producer:
Ashley McKim
Senior Producer:
Katie Andrews

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