‘Own Every Second’ campaign was developed by DDB Spain and directed by Stink’s Paul Ward
There comes a day when all things change. And all you can do is adapt. But, as with everything revolutionary, there is always one who does not want to accept that things evolve. That life goes on and that it has to be updated. The well-known haters. Especially in the world of Formula E, the electric motorsport.
For this reason, for the launch of the new season 2018-2019, DDB Spain turns to a character anchored in the past with animosity towards everything related to electric racing: a classic, conservative cowboy.
The campaign, under the platform, ‘Own Every Second’ was produced by Stink Films and directed by Paul Ward. In the main one-minute film the protagonist recalls with nostalgia the "real" world of racing and in six shorter snippets his misconceptions are each proved wrong.
In this way, Audi Sport and DDB Spain manage to break, one by one, the stereotypes and false myths of the automotive industry: noise, design, its public, speed and power.
All of this is to promote a new season of Formula E loaded with news, that started on the street circuit of Ad Diriyah, Saudi Arabia, in December.