The Audi R8 – Born of powerful ideas
This is the first Audi R8 TV commercial we’ve seen. It features two Audi R8s in Ice Silver – not sure how that varies but “plain ole’ silver” but whatever.
According to Audi:
Filming in Mexico kicked off at the beginning of December last year. Gerhard Kiefer, responsible for the production of commercials at Audi, explained that, “We chose Mexico as the location for several reasons, the most important being that we had access to two racetracks at the same time for the filming work and that this location enabled us to obtain top-class technical equipment and props from nearby Hollywood.”
No less than three lorry loads of clothing including countless wigs, false moustaches and accessories from the different eras, not to mention kilos of make-up, were provided to ensure that the film’s five actors and 1,050 extras were authentically attired. It was extremely important that the clothing used in the film was in keeping with the different eras. Also fulfilling this requirement were remodelled historic backdrops, five original vehicles from the 1920s and 1930s, six original 1950s vehicles and the replica of an Auto Union Type C racing car dating from 1937, all of which were transported to the location especially.
Filming took place over six days at two different locations in Mexico. The huge team spent three days at Mexico City’s Autodromo track, situated at an altitude of 2,300 metres. Filming then moved for three more days to a private racetrack 2,600 metres above sea level in the vicinity of Tulancingo. Cameraman Ian Foster, who also worked on productions such as the James Bond movie “Tomorrow Never Dies” and “Alexander”, directed by Oliver Stone, shot no less than ten kilometres of film. During the post-production phase in London, the material was edited in HD quality, a process that lasted one and half months.
The TV commercial starts at a racetrack during the 1930s. Away from the track, racing cars are being prepared for their big moment; photographers and reporters are flocking around the crowd of excited onlookers when, suddenly, the Audi R8 drives through the scene. The new sports car makes a similar entrance in the 50s, 60s, 70s and 80s, leading up to the moment when the R8 finally takes up pole position on the grid at an ultra-modern circuit crowded with spectators. Meanwhile, a commentator has been listing Audi’s engineering achievements down the years. Then the starting lights at the racetrack are faded in and the commentator says, “70 years of preparation – for this start.” The lights flick off and the Audi R8 powers away. Next comes the tagline: “The Audi R8 – Born of powerful ideas”.
More factoids than you can throw a deck of flash cards at there!
In a future post we will discuss the Audi R8 and how it fits into the greater product strategy at VW Group.
In the meantime enjoy the commercial!