Audi - "Economy Drive"

BBH

BBH London, Reino Unido

Premios

6005

This ad is part of the ACT Responsible Collection

Marca: Audi
País: Reino Unido

Anunciante: Audi

Título	Economy Drive
Agencia	BBH
Campaña	Economy Drive - Audi
Anunciante	Audi
Marca	Audi
Fecha de primera difusión/publicación	2009 / 7
Sector Empresarial	Automóviles
Filosofía	THE CREATIVE IDEA The creative idea was to simplify complicated technology. Economy Drive TVC Cars are represented by lightbulbs - simple visual symbols of energy use. However as the film progresses we follow one bulb that dims down whenever it comes to a halt. This bulb represents an Audi vehicle with Start-Stop technology which can automatically cut the engine every time the car is stationary. This ultimately saves both fuel and energy. The production process was also efficient. All three Audi films in this campaign were produced simultaneously. This resulted in large cost savings but without compromising creative or production values. For Economy Drive, BBH worked with NE-o from Stink production company (who also directed Injection) because the idea required acute attention to detail and a lightness of touch. Apart from the car wash sequence, every single bulb is computer generated. This involved shooting background plates combined with light reference action, comically generated by driving a truck through frame with a lamp on the end of a scaffold pole. The Mill, the post-production company, then had the painstaking task of painting out all the substantial equipment and every actual vehicle in shot. These were then replaced by compositing lightbulbs into the frames. The distinct and optimistic Bright Lights, Big City music track aids the comprehension of the action and completes the film.
Problema	The brief was to bring to life Audis Vorsprung durch Technik philosophy by showcasing Audi's Start- Stop technology
Medio	Televisión y Cine
Productora	Stink Films
Postproducción	The Mill London
Director de publicidad	Peter Duffy
Director de publicidad	James Millett
Productor de la agencia	Olly Chapman
Director de cuentas	Neil Small
Planificador de cuentas	Ed Booty
Director creativo	Nick Kidney
Director creativo	Kevin Stark
Director artístico	Paul Yull
Responsable de conceptos / redactor	Adi Birkinshaw