The latest Audi film, ‘Economy Drive’ is the third instalment of “The new, more fuel efficient Audis” 2009 television campaign. It follows ‘Injection’ and ‘Coins’.
The brief was to bring to life Audi’s Vorsprung durch Technik philosophy by showcasing Audi's Start- Stop technology.
The creative idea was to simplify complicated technology.
In the new work cars are represented by lightbulbs - simple visual symbols of energy use. However as the film progresses we follow one bulb that dims down whenever it comes to a halt. This bulb represents an Audi vehicle with Start-Stop technology which can automatically cut the engine every time the car is stationary. The manufacturer claims this ultimately saves both fuel and energy.
The production process was also efficient. All three Audi films in this campaign were produced simultaneously. This resulted in large cost savings but without compromising creative or production values.
Apart from the car wash sequence, every single bulb is computer generated. This involved shooting background plates combined with light reference action, comically generated by driving a truck through frame with a lamp on the end of a scaffold pole.
The Mill, the post-production company, then had the painstaking task of painting out all the substantial equipment and every actual vehicle in shot. These were then replaced by compositing lightbulbs into the frames.
TV is being supported in national press and targeted upmarket magazine activity. The media strategy was planned and implemented by MediaCom.