Screencap from the Audi R8 Spyder 'Beauty and the Beasts' adEnlarge Photo
2011 Audi R8 SpyderEnlarge Photo
It's Wednesday. It doesn't really matter if you woke up on the right side of the bed, or if the weather is perfect, or who may or may not have tainted your Cheerios, the fact remains: it's Wednesday. Time for a mid-week pick-me-up, and this time it arrives in the form of a new commercial for the 2011 Audi R8 Spyder.
Earlier this week, we glimpsed an ad touting the R8 Spyder's role in the upcoming Iron Man 2 film, but to us, it seemed like the car was nearly overpowered by the movie and its sparkly special effects. Yeah, we didn't think it would be possible to outshine a ride like the R8 either, but you learn something new every day.
This new ad nixes the Hollywood footage and puts the R8 in a room with a battalion of grimy, junked-out hot rods. Coated in pristine white -- to match the white of the room -- the R8 stands out as elegant, refined, and beautiful.
Unfortunately, we already know that the R8 is elegant, refined, and beautiful, and frankly, we were hoping for a little something new. Maybe something to make us laugh, maybe something to make us cry, maybe something with brand ambassador JT -- anything, really. Instead, we get cliches: grunge tunes to match the grungy hot rods, replaced by "classy" opera when the "classy" R8 sweeps on the scene. We've seen this commercial a zillion times before, and we expected better.
More vexing: this spot is running in the U.K., where ads are often edgier than their American counterparts. So we have to wonder, will the U.S. version be even tamer?
Agency: BBH, London
Agency Producer: Vicky Baldacchino
Creative Director: Nick Kidney; Kevin Stark
Creative: Simon Pearse; Emmanuel Saint M'Leux
Director: Sam Brown
Producer: James Howland
Director of Photography: Damien Morisot
Editor: James Rosen
Post Production: MPC