Audi recently got flak in China for its comedic ad likening a bride to a used car. But in the U.S., the auto brand continues its high-drama approach, in a two-minute film that throws down the gauntlet to wannabe speed demons.
Created out of Venables Bell and directed by Stink's Salomon Ligthelm, the film stars a leather-faced caretaker played by actor Michael Maino (who looks like he could be Dennis Hopper's brother). He serves in the role as "keeper of the stable," but the horses he tends to are all Audi sports cars.
The caretaker opines on how Audi cars, on the race track, are both proving ground and democraticizing force for lovers of speed. "This is the one place you have the opportunity to access these particular and fierce creatures," he says. "This is the crucible... These cars don't care if you're chief executive officer, majority shareholder or master of all you survey. We only speak one language here -- speed."
Visual metaphors like a car on a football field, bees turning into bullets, highlight the skills a driver needs to maneuver an Audi.
The caretaker then dares drivers to take the plunge on their passions. "Please do me yourself and everyone else a favor and tell me this. Is this level of performance something you really want? Something you can truly appreciate? Or do you just want to want it? Because you're not test driving these cars my friend. They're test driving you."
The ad aims to promote recently updated Audi Sport vehicles, the TT RS, RS 3 and R8 Spyder as well as the R8 Coupe. Previous spots have likened Audi to untameable beasts, including the rodeo-themed Oscars spot.