Venables Bell & Partners launched a new spot promoting the Audi S5 entitled “Monster.”
The “Monster” in question is a particularly large and angry bull, pent up in its cage and about to be released in a ring. After driving into the arena in the S5 (and thus displaying his power, we suppose), the bullrider, steps out and confronts the animal. Its reaction is certainly atypical, leading into the line, “Progress is never backing down.”
Coming on the heels of “Daughter,” VB&P’s poltically-minded Super Bowl spot for the brand, “Monster”certainly comes as an unexpected departure. The spot’s stereotypcially masculine approach is intended to highlight the vehicle’s power, and its 354 horespower is refereneced near the end of the ad. While its execution and production are stylish, the approach itself feels a bit off following the direction VB&P took for the brand with “Daughter.”
Credits:
AGENCY: Venables Bell & Partners
FOUNDER, CHAIRMAN: Paul Venables
PARTNER, EXECUTIVE CREATIVE DIRECTOR: Will McGinness
CREATIVE DIRECTOR: Justin Moore
ASSOCIATE CREATIVE DIRECTOR: Matt Keats
ASSOCIATE CREATIVE DIRECTOR: Matt Miller
COPYWRITER: Scott Ginsberg
ART DIRECTOR: January Vernon
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
PRODUCER: Gabby Gardner
DIRECTOR OF BUSINESS AFFAIRS: Quynh-An Phan
HEAD OF BRAND MANAGEMENT: David Corns
GROUP BRAND DIRECTOR: Chris Bergen
BRAND SUPERVISOR: Jessica Lo
BRAND MANAGER: Brianne Jones
BRAND MANAGER: Hope Stadulis
GROUP STRATEGY DIRECTOR: Tonia Lowe
PROJECT MANAGER: Leah Murphy
SENIOR TRAFFIC MANAGER: Jermelia Holling
PRODUCTION COMPANY: Smuggler
DIRECTOR: Jaron Albertin
EXECUTIVE PRODUCERS: Patrick Milling Smith, Brian Carmody, Allison Kunzman
CHIEF OPERATING OFFICER: Andrew Colon
LINE PRODUCER: Erin Wile
DIRECTOR OF PHOTOGRAPHY: Darren Lew
EDITING COMPANY: Final Cut LA
EDITOR: Crispin Struthers
ASSISTANT EDITOR: Zoe Schack
EXECUTIVE PRODUCER: Suzy Ramirez
PRODUCER: Barbara Healy
VFX/FINISH: MPC
VFX CREATIVE DIRECTOR: Michael Gregory
VFX LEAD ARTIST: Jim Spratling
CG SUPERVISOR: Zach Tucker
VFX EXECUTIVE PRODUCER: Karen Anderson
VFX PRODUCER: Jamie Loudon
COLORIST: Mark Gethin
COLOR PRODUCER: Rebecca Boorsma
MUSIC COMPANY: Squeak E Clean Productions
COMPOSER: Adam Kootman
CREATIVE DIRECTOR: Rob Barbato
EXECUTIVE PRODUCER: Amy Crilly
PRODUCER: Stephanie Gocke
SOUND DESIGN AND MIX: 740 Sound
LEAD SOUND DESIGNER/MIXER: Chris Pinkston
SOUND DESIGNER: A Josh Reinhardt
EXECUTIVE PRODUCER: Scott Ganary
PRODUCER: Jeff Martin