Story-telling the Audi way

AudiR18German car maker Audi has published a terrific video that tells a compelling story about teamwork, technology, individual courage and stamina – all requisite elements of what Audi looks for to win the Le Mans 24-Hour Race again this year (it takes place at Le Mans in France on June 11-12).

I imagine, too, that not coincidentally, such words fit with Audi’s brand attributes and values: Vorsprung durch Technik in action, as it were.

Brand Republic reports that Audi will premiere the two-and-a-half-minute film during the UEFA Champions League final which broadcasts live on TV in the UK (and elsewhere in Europe) this coming Bank Holiday weekend.

[…] The film, entitled ‘A day in the life of an Audi driver’, was created by Bartle Bogle Hegarty and is fronted by two-time Le Mans winner, Allan McNish.

It will be shown immediately before the kick-off during ITV and Sky Sports’ live coverage of Manchester United’s clash with Barcelona on Saturday (28 May).

Sky 3D will broadcast a 3D version of the film, which will then be rolled out to cinemas nationwide.

It is the first time Audi has run a 3D ad and the first time it has used a spokesperson in its promotional campaigns.

The 2:35 video is a real audio-visual treat, with an enhanced viewing experience if you watch it full-screen in high definition. (If you don’t see the embed below, watch it at YouTube.)

Brand Republic adds that Audi’s TV and cinema campaign leading up to the race next month will be supported by print activity, a special supplement in The Sunday Times and an app.

Audi has done well at Le Mans in recent years – since first entering the race in 1999, the car maker has won 9 times from 12 starts – including proving that, with the Audi R18 TDI, diesel engines can power cars to win races. (As the owner of an Audi diesel car – an Audi A4 TDI S-Line multitronic – I can attest to its stamina and race-like experiences from time to time!) And they’re looking good for this year’s race.

It doesn’t appear as though the 2011 Le Mans 24-Hour Race will be shown live on free-to-view TV in the UK, more’s the pity. Still, there’s a Facebook page and, of course, a Twitter handle and a hashtag: #24LM.

If you want to know more about “the Grand Prix of Endurance and Efficiency,” the Wikipedia entry “24 Hours of Le Mans” is a great resource, with detailed information including the full history since the first race in 1923.

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Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

  1. Tom Keefe

    Excellent post, Neville, and thanks for letting us know about the video. After you alerted me to it, I checked our internal U.S. intranet, and was disappointed that the video isn’t referenced. Yikes!

    • neville

      Thanks, Tom. It’s a great video, beautifully conceived and produced. The story-telling, too: terrific.

      Shame about the internal comms gap, though!

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