VB&P Compares the 2018 Audi S5 Sportback to Secretariat

By Erik Oster 

Following the broadcast debut of “The Decision” at the beginning of April, Venables Bell & Partners is launching a new spot for Audi, comparing the 2018 Audi S5 Sportback to Secretariat, the 1973 Triple Crown winner widely regarded as one of the greatest racehorses in American history.

Directed by Marc Forster (Stranger Than FictionFinding NeverlandMonster’s Ball), the spot opens with archival footage of Secretariat finishing a race after leaving the competition in the dust. “What made Secretariat the greatest racehorse who ever lived?” the voiceover asks over newly-shot footage of a Secretariat stand-in. As the gates open, out bursts a 2018 Audi S5, and for the remainder of the spot footage of the vehicle is interspersed with the horse, making the visual metaphor obvious.

“Perspective is very powerful. The way we see something is how we define its meaning and value,” Forster said in a statement. “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.”

The spot, which will make its broadcast debut on June 5, concludes with the revelation that it wasn’t simply Secretariat’s strength or intelligence that made him stand apart, it was “a heart twice the size of the average horse.”

If our math is correct (and there’s a good chance it’s not), that would mean the 2018 Audi S5 Sportback’s 354 horsepower engine is the equivalent of 177 Secretariat hearts. Perhaps that could be on a billboard somewhere?

Credits:
AGENCY: Venables Bell & Partners
FOUNDER, CHAIRMAN: Paul Venables
PARTNER, EXECUTIVE CREATIVE DIRECTOR: Will McGinness
CREATIVE DIRECTOR: Justin Moore
ART DIRECTOR: Avery Oldfield
COPYWRITER: Adam Wolinsky
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
ASSOCIATE PRODUCER: Emily Tarran
HEAD OF BRAND MANAGEMENT: David Corns
GROUP BRAND DIRECTOR: Chris Bergen
BRAND SUPERVISOR: Jessica Lo
BRAND MANAGER: Abu Ngauja
BRAND MANAGER: Hope Stadulis
GROUP STRATEGY DIRECTOR: Tonia Lowe
DIRECTOR OF BUSINESS AFFAIRS: Quynh-An Phan
PROJECT MANAGER: Leah Murphy

PRODUCTION COMPANY: Tool of North America
DIRECTOR: Marc Forster
MANAGING PARTNER: Oliver Fuslier
EXECUTIVE PRODUCERS: Brad Johns
HEAD OF PRODUCTION: Ian Flavey
PRODUCER: Lee Trask

EDITING COMPANY: Lumberyard
DIRECTOR OF LUMBERYARD: Raquel Bedard
EDITOR: Naomi Goodman
POST PRODUCER: Jenna Van Deventer

MUSIC COMPANY: Human
MUSIC COMPOSER/CREATIVE DIRECTOR: Gareth Williams
EXECUTIVE PRODUCER: Jonathan Sanford

FINAL MIX: 740 Sound
MIX: Chris Pinkston
ASSISTANT MIXER: Scott Pinkston
EXECUTIVE PRODUCER: Scott Ganary
PRODUCER: Jeff Martin
SOUND DESIGN: 740 Sound
SOUND DESIGNER: Chris Pinkston
VFX STUDIO: Framestore
VFX Shoot Supe: Chris Eckardt
VFX & COMP SUPERVISOR: Michael Ralla
2D ARTISTS: Alex Villabon, Kingsley Rothwell,
FLAME : Sarah Marikar, Ryland Bowen-Johnson,
CG LEAD: Todd Herman
CG ARTISTS: Katie Schiffer, Anthony Thomas
EP: James Razzall
VFX PRODUCER: Morgan MacCuish
VFX Coordinator: Jamie Runkle
HEIRO EDITOR: Jake Keller
COLOR CORRECTION: Company 3
COLORIST: Sofie Borup
PRODUCER: Alexandra Lubrano

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