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May 26, 2011
German manufacturer – which has won nine of the last 11 Le Mans 24-hour races – to premiere film during Champions League Final
The incredible feats of physical and mechanical endurance behind Audi’s decade-long dominance of the world-famous Le Mans 24-hour race have been brought grittily to life in a spectacular film that will also be notable as the first ever 3D advertisement for Audi UK.
Part of a new multi-million-pound campaign, the two and half minute film will be shown in traditional 2D and 3D formats. It will be intriguingly entitled “A Day in the Life of an Audi Driver”, and will premiere on Saturday 28May immediately before the kick-off during ITV’s live coverage of the Champions League Final between the Audi-sponsored clubs Manchester United and Barcelona at Wembley as well as in 3D on Sky’s live coverage. It will subsequently feature in cinemas nationwide alongside the final “Harry Potter” film. Collective audiences will amount to at least 20 million viewers.
“Le Mans is the biggest endurance test in motorsport and Audi is proud to be the dominant force in the race,“ says Eve Tyers, National Communications Manager for Audi UK. “Our success has showcased Audi’s cutting-edge technology both in terms of performance and reliability, and this film – our first-ever about Le Mans – shows the human side of what it is like to take part in the race and the strength of the Audi teamwork that has brought such great success over the past decade.“
The film marks the first time that Audi has used a spokesperson in its promotional campaigns and is narrated by two-time Le Mans winner Allan McNish. He explains how Audi’s dedication to perfection, encapsulated in the brand’s philosophy of “Vorsprung durch Technik” (advancement through technology), exceptional planning, team work and the driver’s remarkable skill and physical prowess have helped the German manufacturer win the 24 Heures du Mans race nine times in the last 11 years.
In the film, McNish explains how his driving expertise, allied to the trust which the whole racing team has in each other, has helped them to eliminate luck and become the dominant players in the race. His monologue is brought vividly to life by a striking combination of live action and animation, fusing traditional hand-drawn black-and-white illustrations with cutting-edge ‘stereoscopic’ 3D technology. The film features the striking new Audi R18 Le Mans racing cars, numbered 1, 2 and 3 in recognition of the Audi ‘podium sweep’ at Le Mans in 2010.
The film will be shown in 3D cinemas, in traditional 2D cinemas and in high-profile TV slots for the rest of 2011, and will also be available to download from the audi.co.uk website or the Audi channel on YouTube. It will also be augmented with a print campaign, as well as a special supplement in the Sunday Times “24”, which tells 24 stories of Audi’s famous feats of performance and technological innovation at Le Mans. Audi is also producing a special app for iPads, iPhones and other smartphones.
The campaign was created by advertising agency BBH for Audi UK by creative Directors Kevin Stark and Nick Kidney. The film was directed by Chris Hemming of Passion Pictures, with illustrations by Tim Marrs. Media planners were Mediacom.