The new Audi R8, Go light. Go agile. TV commercial entitled "Colors".
Audi incorporates the Audi ultra lightweight technology in the new Audi R8. Technology that enables lighter and therefore more agile driving.
The high number of components made of carbon and ceramic in relevant areas of the vehicle give this sports car an even more dynamic character.
Each and every one of these elements define and make up the claim of the launch campaign of this sporty model: "Go light. Go agile."
In this line of communication, the TV spot revolves around this concept. The story is set in a spectacular vault with a large glass platform. In this setting, a sequence of colors is reproduced illuminating various areas of the stage. The new Audi R8 has to follow it with the greatest possible agility and speed.
The driver of the vehicle drives in sporty fashion over the checkerboard and successfully completes the series of colors. As a final twist, the driver gets out of the new Audi R8 and breaks the glass surface. The spot manages to convey the campaign concept "Go light. Go agile." with a spectacular performance of the new Audi R8. It communicates the result of the Audi ultra lightweight construction technology while showing all the sportiness of the new Audi R8.
Advertising Agency: DDB, Barcelona, Spain
General Creative Director: José María Roca de Vinyals
Executive Creative Director: Fernando Barbella
Creative Directors: Alejandro Arriagada, Jaume Badia
Art Director: Fernando Alcazar
Art Director: Javier Rodriguez
Copywriter: Xavi Gimeno
Agency Producer: Vicky Moñino
Production Company: Agosto
Director: Nacho Gayan
Producer: Toni Moreno
Director of Photography: Patrick Duroux
Editor: Dani Arbonés
Post Production: Big Lazy Robot / Metropolitana
Post producer: Daniela Borges
Sound: Imasblue (Alex Perez)
Music: La Crem (Ramón Martinez)
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