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."