Racehorse Legend 'Secretariat' Becomes a Metaphor for Audi's Cars

Marc Forster Helms Ad for the 2018 S5 Sportback

Published On
May 31, 2017

Editor's Pick

Audi is promoting its 2018 S5 Sportback model in a new spot that compares the car to legendary racehorse Secretariat, who won the Triple Crown nearly 44 years ago to this day (and is perhaps best known to viewers as the subject of a 2010 Disney film).

High-profile director Marc Forster of Tool ("Monster's Ball" and "The Kite Runner") helms the ad, for Venables Bell & Partners, and, using a mix of both real-life and fictional footage of the horse, depicts Secretariat as as a metaphor for the car's speed and performance. It asks: "What made Secretariat the greatest racehorse that ever lived?" and goes on to reveal that his secret was a heart twice the size of an average horse. The spot ends with the words: "Progress is powered from within."

Forster commented in a statement: "Perspective is very powerful. The way we see something is how we define its meaning and value. What I found most inspiring about the parallel between Audi and Secretariat is how this metaphor, this perspective, translates history into art and shifts how we think of something, so that we feel something."

Credits

Date
May 31, 2017
Brand:
Audi
Client:
Audi
Agency:
Venables Bell & Partners-San Francisco
Director:
Marc Forster
Founder and Chairman:
Paul Venables
Partner:
Will McGinness
Executive Creative Director:
Will McGinness
Creative Director:
Justin Moore
Art Director:
Avery Oldfield
Copywriter:
Adam Wolinsky
Director, Integrated Production:
Craig Allen
Associate Producer:
Emily Tarran
Head of Brand Management:
David Corns
Group Brand Director:
Chris Bergen
Brand Development Supervisor:
Jessica Lo
Brand Manager:
Abu Ngauja
Brand Manager:
Hope Stadulis
Group Director, Strategy:
Tonia Lowe
Business Affairs Director:
Quynh-An Phan
Project Manager:
Leah Murphy
Production Company:
Tool of North America
Director:
Marc Forster
Managing Partner:
Oliver Fuslier
Executive Producer:
Brad Johns
Head of Production:
Ian Flavey
Producer:
Lee Trask
Editing Company:
Lumberyard
Director:
Raquel Bedard
Editor:
Naomi Goodman
Post Producer:
Jenna Van Deventer
Music Company:
Human
Music Composer:
Gareth Williams
Creative Director:
Gareth Williams
Executive Producer:
Jonathan Sanford
Final Mix:
740 Sound
Mix:
Chris Pinkston
Assistant Mixer:
Scott Pinkston
Executive Producer:
Scott Ganary
Final Mix:
740 Sound
Mix:
Chris Pinkston
Assistant Mixer:
Scott Pinkston
Executive Producer:
Scott Ganary
Producer:
Jeff Martin
Sound Design:
740 Sound
Sound Designer:
Chris Pinkston
Visual Effects Studio:
Framestore
Visual Effects Supervisor:
Chris Eckardt
Visual Effects and COMP Supervisor:
Michael Ralla
2D Artist:
Alex Villabon
2D Artist:
Kingsley Rothwell
Flame Artist:
Sarah Marikar
Flame Artist:
Ryland Bowen-Johnson
CG Lead:
Todd Herman
CG Artist:
Katie Schiffer
CG Artist:
Anthony Thomas
Executive Producer:
James Razzall
Visual Effects Producer:
Morgan MacCuish
Visual Effects Coordinator:
Jamie Runkle
Editor:
Jake Keller
Color Correction:
Company 3
Colorist:
Sofie Borup
Producer:
Alexandra Lubrano

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