The Audi R8 high performance sports car and the company proclaim it as ‘the slowest car we’ve ever built’. This is the punch-line for the six million pound advertising campaign for the all new and all desired all-aluminum, Quattro four wheels driven; V8 powered, made for two this week. The campaign is the biggest of all investments made by Audi UK, on the launch of its new car.
There is really some truth hiding in that punch line the R8 is the slowest, but not in its move only in its make. It is the fastest made from Audi but it’s the one who is alleged with the slowest building process. With its multifaceted building process painstaking precision, which is largely by hand definitely leads for a slowest building process of all of the previous Audis.
Only 450 of them will be making it to UK this year, another 750 in 2008 with the price tag which will revolve around 77,000 pounds. According to Peter Duffy companies marketing head for UK the R8 is the epitome of Vorsprung durch Technik - it embodies everything it stands for - advancement through technolog. It also symbolizes progressive design, our pursuit of perfection and unrivalled handling built from our motorsport history. We had to tell the story of how the car is built.
The whole of the above can be made clear with a 90-second commercial which is to be developed by a creative duo Richard McGrann and Andy Clough from Bartle Bogle Hegarty, a long term creative partner for Audi the agency which made its way and defined its ways in UK through Vorsprung durch Technik catchphrase.
The filming technique to be employed is the one developed by director Olivier Gondry; they just watched a real group of Audi Mechanics working for the real time as they constructed the vehicle from its initiation to its finish.
The whole effects captures worker in move, on their move with time, its each frame trys and captures a point in time and then compresses it into a single shot. It took 80 long days before this project came into substance, each of its frames comes with at least 20 different shots and four different layers to give the exceptional visual effect.
The soundtrack for this commercial is done by a critically acclaimed folk singer Simone White, who is already well known for his purest vocals and haunting melodies. The song for the commercial the Beep Beep is done by Simone’s in his latest new album ‘I am the Man.’
It is going to be a multi channel campaign which will be breaking the glass from tomorrow at 1855hrs and all this during the England Russia Football match on Sky Sports One. Audi also plans to air this commercial at cinemas across UK around some quality films such as American Gangster from 16th of November. Around all this time the company has the plans of broadcasting the ‘making of programme’ on the Audi channel on sky 884, along with R8 will also be seen making a two day appearances at public spaces at some major UK stations for giving the travelers a glimpse of the final product or the slowest car.
[Source: Automotoportal]
