Audi UK has launched an atmospheric and beautifully shot new TV commercial, entitled React, which skilfully demonstrates in super slow-motion the Audi Intelligence built into its recent, new and forthcoming models.
Created by BBH London, the ad elegantly depicts an Audi driving through a storm. As the film slows down in speed, the car is captured against an enchanting backdrop of rain droplets to emphasise the myriad of complex technological decisions it makes every split second.
A breathtaking number of groundbreaking, new and updated Audi Intelligence technologies are featured in the commercial. These include: quattro on demand, adaptive cruise control, Audi pre sense city, three-zone interior climate control, Matrix LED headlights, drive select, adaptive air suspension, MMI Navigation plus, traffic sign recognition and side assist (please see glossary at the end).
While the majority of the film is shot in captivating slow-mo, the car eventually re-enters real time and powers off confidently, the end frame announcing: "It doesn't just drive. It thinks."
The action is wittily sound-tracked by a new recording of the Wizard of Oz classic, If I Only Had a Brain, sung by Faultline.
Benjamin Braun, Head of Marketing of Audi UK, explains: "The ad perfectly illustrates our Vorsprung durch Technik philosophy and the combination of beauty and intelligence. The Audi looks stunning, a picture of refinement, but behind the scenes hundreds of split-second technologies are incorporated to guarantee an exhilarating and safe drive. The film appropriately communicates our strategy.”
The film was directed by Alan Bibby, who adds: “I was instantly drawn to the concept from the moment I read the script – it’s the sort of challenge I find the most intriguing. Visualising the amazing, complex amount of calculations and decisions the Audi is making at each moment but in an elegant and visually compelling fashion.”
The commercial will break on television and VOD on 1 June 2017 and be seeded online through YouTube. It will also run in cinema before The Mummy and other premium films during the broadcast period, which ends on 13 July.