Audi UK is investing more than £6 million to support its R8 high-performance sports car with one of the most ironic claims in the history of advertising: "the slowest car we’ve ever built". The new campaign featuring the sought-after all-aluminium, quattro four-wheel-driven, V8-powered two-seater breaks this week, and represents the largest investment ever made by Audi UK in the launch of a new car.
The R8 is, of course, anything but slow off the mark: it is the fastest production car Audi has ever produced, but because each one is constructed with painstaking precision, largely by hand, it actually has the by far the slowest build process of all Audi models. Only 450 cars will be delivered in the UK this year, and 750 in 2008, with prices starting at £77,000.
“The R8 is the epitome of Vorsprung durch Technik – it embodies everything it stands for – advancement through technology," explains Peter Duffy, Audi UK’s Head of Marketing. "It also symbolises progressive design, our pursuit of perfection and unrivalled handling built from our motorsport history. We had to tell the story of how the car is built."
That story will be told in a 90-second commercial developed by creative duo Richard McGrann and Andy Clough of Bartle Bogle Hegarty (BBH), Audi’s long-standing creative partner and the agency responsible for encapsulating its values in the UK through the ‘Vorsprung durch Technik’ catchphrase. It uses a filming technique developed by director Olivier Gondry, and observes a group of real Audi mechanics over a number of days as they construct the vehicle from the very first bolt to the finished car.
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