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Creative

BBH London's Stunning New Audi R8 Ad is a Real Eye-opener

BBH London, 1 year, 11 months ago

Campaign highlights the adrenalin-fuelled effect on the human body of the fastest ever production Audi

BBH London's Stunning New Audi R8 Ad is a Real Eye-opener

The exhilarating thrill of driving the all-new Audi R8 has been vividly captured in a mesmerising TV commercial – The Eye – created by BBH London.

The one-minute TV advertisement focuses on a pupil dilating in response to the excitement generated by the roar of the R8 - the signature Audi high-performance supercar. 

This eye-opening reaction is genuine. Biometric data was gathered during a racetrack lap to measure the effect of the R8 on the human body. The data was then used in the film to illustrate the visceral thrills associated with the R8 V10 plus, which has a top speed of 205 mph and powers from 0 to 61 mph in just 3.2 seconds, making it the fastest road-going Audi to date.


Nick Ratcliffe, Head of Marketing, Audi UK, says: "This evocative new film captures perfectly the thrill of the all-new R8 and the visceral response it creates, stimulating all the driver’s senses.

"The R8 literally places the driver at the eye of the storm, as their pupils dilate in response to our most powerful and thrilling road car to date being brought to a halt by its carbon ceramic brakes.”

The commercial, which carries the tagline ‘More focus, more drive’, is accompanied by an outdoor, digital and print campaign capturing the work of renowned, contemporary artists - Sebastien Preschoux and Yasuaki Onishi.

Preschoux has created an eye, 5.5m high and 9m wide, built from a complex array of specialist blue and white thread, while Onishi's installation represents a heartbeat from the electrocardiogram readout of an R8 driver.

The campaign places the all-new R8 at the heart of the matter in a vivid combination of art, science, technology and drama.


Creative Agency

Account Director: Caroline Shortt, Naphtali Torrance

Account Manager: Natasha Thirlby

Business Director : Polly McMorrow

Chief Strategy Officer: Jason Gonsalves

Creative: Vinny Olimpio

Creative Agency: BBH London

Creative Director: Ian Heartfield, Ian Heartfield

Creatives: Sam Oliver & Shishir Patel, Ian Heartfield

Producer: Chris Styring

Producers: Aine Donovan

Production Assistant: Jen Wood

Strategy Director: Will Lion

Music and Sound

Producer: Sam Brock & Matej Oreskovic

Sound Design: Will Cohen & Andy Stewart @ String & Tins

Offline

Edit Company: Analog, The Mill

Post Production / VFX

Post Production House: Analog, ETC, Framestore

Producer: Simon Reeves

Print / OOH

Photographer: Benedict Redgrove

Production Company

Director: Mike Alderson - Man vs Machine

DOP: Alex Barber

Executive Producer: Luke Jacobs

Producer: Richard Fenton

Production Company: Friend London

Category: Automotive , Cars

Genre: Visual VFX