Audi has launched a new TV television commercial, “Beauty and the Beasts”, to showcase the new Audi R8 Spyder, a V10-powered high performance sports car.
Created by BBH and directed by Rogue’s Sam Brown, the film is all about “ultimate control in an out of control world.”
The film, shot in London’s ExCel centre, features 28 outlandish, beastlike and heavily-modified cars, which are juxtaposed by the elegance and beauty of the R8 Spyder.
Through the course of the film, Audi demonstrates the poise and agility of the R8 Spyder amidst the skilful choreography of the UK’s best precision drivers. The film was created almost all in camera in a live shoot, almost entirely avoiding any use of CGI.
Audi, as as brand, as with their cars, naturally thinks innovatively and this commercial is another example of breaking from the expected, with an intelligent, creative expression of the product truths.
The film ends with the line, ‘Mirror, Signal, Outmanoeuvre’, along with the brand’s BBH-created 27-year-old encapsulation, ‘Vorsprung durch Technik’ which literally means, progress through technology.
The R8 Spyder uses the coveted Audi Space Frame technology and features a mid-engined configuration for optimum weight distribution.
The car also features the remowned Audi quattro all-wheel drive, which provides superb traction and agility – a feature of a third of all Audi cars sold in the UK. The new R8 Spyder is the absolute epitome of Vorsprung durch Technik.
‘Beauty and the Beasts’ was directed by Sam Brown, who’s recently directed music videos for Jay-Z and the Foo Fighters. Media was bought by MediaCom.
“This commercial celebrates one of the most fantastic cars in the Audi range. The R8 Spyder emerges from a host of beast like cars – all very carefully choreographed in real time camera shots,” said Head of Marketing, Audi UK, Peter Duffy.
“The ad not only shows the beauty of the car, but also demonstrates its agility and power, delivered through a phenomenal V10 engine.”