Audi has been busy lately, pumping out ads for their newest cars in sponsorship deals with Iron Man while simultaneously pitting past and present versions of Spock against each other. The automaker seems to be at it again, now with longtime agency Venables Bell & Partners, for a 60-second spot that traces back to the origin of the company. Retro footage of Audi’s founder, August Horch, and old-school automobiles plays for most of the spot, set to narration of the children’s poem It Couldn’t Be Done, written by Edgar Albert Guest. I guess Dr. Suess was busy.
By design, most of the commercial feels like it belongs to pre-1980, but the dissonance of the kid’s poem and the speeding-car shots strikes a cool chord. While previous car spots may be clever or topical when full of movie stars, this one stands out in a good way. It’s smooth and engaging, presumably, like a ride in a new Audi. Credits and a couple of :15 second spots after the jump.
Executive Creative Director: Paul Venables
Creative Director: Erich Pfeifer & Tyler Hampton
Design Director: Cris Logan
Art Director: Brad Kayal
Copywriter: Ashley Billings
Director of Integrated Production: Craig Allen
Agency Senior Producer: Mandi Holdorf
Agency Producer: Ryan Wilson
Editorial Company: Lumberyard
Editor: Michael Moore
Assistant Editor: Sebastien Austin
Producer: Zoe Zaitzeff
Music House: Audio Machine
Composer: Kevin Rix
Audio Mix: Play
Mixer: John Bolen
Asst: Hermann Thumann
EP: Lauren Cascio
VFX:
Managing Director: Ben Hampshire
Executive Producer: Sue Troyan
Lead Flame Artist: Gareth Parr
Flame Assistant: Patrick Munoz
After Effects: Justin Sucara
VFX Producer: Jess Ambrose