In Audi's global spot for the new R8, other drivers will do anything just to be close to the car.
Set to The Carpenters' classic track "Close to You," covered by 20-year-old YouTube artist Reneé Dominique, the film by BBH London shows the R8 causing chaos as different vehicles--including a taxi, a garbage truck, vacationing family and donut delivery car--try to get a closer look at it. It even disrupts a wedding, with the bridal party leaping into the celebration vehicle to follow the R8. Kind of like the "Lynx effect" campaign, but with a car, the spot was directed by Sam Brown at Rogue.
The campaign includes a 60-second spot, cutdowns and versions for use on Instagram stories, YouTube and Facebook.
Thibault Michal and David Lasar, associate creative directors at BBH London, comment in a statement: “As always with Audi, we had to find a simple universal truth: nobody likes being overtaken on the road. Unless it’s by the beautiful new R8. Which is a pleasure to follow."