| Story | Audi A3 Sportback and Verba welcome the future with open arms. Audi is relaunching the A3 Sportback with STV DDB group advertising agency Verba, and to do so it is going its own way, with a healthy shock treatment of technology, optimism and innovation. The automotive marque with the four interlinked rings has seized on this opportunity to promote a message of confidence in the future, Welcome tomorrow, which is shared by everyone who strives constantly to stay ahead of the crowd and tells the story of the brand’s open-minded approach and forward momentum into the future. And if the Sportback is the first to act as an ambassador for this concept that will be used in all A3 communication activities, it is because its elegant, minimalist design embraces a concentration of technology that puts it at the cutting edge in its category, and because in general it is a car with one wheel in the present and the other in the future. To describe this mindset in suitably cutting edge language, ad agency Verba has worked on the production of the new “Through the lenses” commercial with Californian motion control and projection mapping wizards Autofuss, who amazed the world last year with the short film entitled “The Box”, which it produced as Bot&Dolly. The film can only be described as a one-of-its-kind technological performance of unprecedented spectacularity, using moving video projections and robots filmed live without post production trickery to present the cutting edge features of the A3 Sportback. The film culminates in a finale that presents that non plus ultra of bright beginnings, the dawn, which is the ideal introduction not only to all the beautiful things that can happen to people who look ahead to future with confidence and the right means at their disposal, but also to the concept expressed in the tagline Audi A3 Sportback. Welcome tomorrow. The spot will be aired for the first time on Friday September 12 in 45 sec. and 30 sec. formats. Adding to and supporting the advert is the A3 website, which features a behind-the-scenes documentary that is as fascinating as the spot itself, about how the commercial was made and the remarkable technology used, a press release which draws on the atmosphere of the commercial to describe the characteristics of the A3 Sportback and will be published in leading daily newspapers and periodicals starting on Monday 15th, and a 20 sec. and 30 sec. radio campaign. The concept, design and development are by ad agency Verba, with executive creative directors Michelangelo Cianciosi and Luca Cortesini supervising the work of art directors Daniel Cambò, Marco Giovannoli and Cristiana Soriano, copywriters Luca Bartoli and Mimmo De Musso and tv producer Alessandro Pancotti. The production companies were Autofuss and Indiana Production. For Autofuss, Chris Brown was the director, Tarik Abdel-Gawad creative technologist, Bradley G Munkowitz design director and Yovel Schwartz producer. For Indiana Production the executive producers were Marta Stella, Dov Mamann, Alessandro Pancotti and Marco Cohen. The original music was composed by Sizzer, Amsterdam. Photography and print post production by Max Sarotto Studio and radio production by Eccetera. |