Audi Shows Us How ‘It Couldn’t Be Done’ Got Done

By Jordan Teicher 

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 


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