Efficient Films

May 2010

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For the launch of the 2010 Audi A3 TDI, Lowe Roche and Audi are re-writing the world’s most interesting films to be more efficient at
At you can see what your favourite films look like when they are reduced to under 140 characters. If some of your favourite films aren’t there, you can add your own synopsis. Here are a few samples from the site:

Airplane: An ex-pilot with a drinking problem gets on a plane. The crew falls ill. Surely he can land it. But don’t call him Shirley.

Avatar: Humans try to obtain Unobtainium. Unsurprisingly, they don’t get any.

Brokeback Mountain: Cowboys ride each other rather than horses.

The Wizard of Oz: Dorothy learns why girls love shoes.

Groundhog Day: Bill Murray wakes up. Bill Murray wakes up. Bill Murray wakes up. Bill Murray wakes up.

"The Audi A3 TDI is incredibly efficient, but it's also really exciting to drive,” say Geoffrey Roche, Chief Creative Officer, Lowe Roche. “Our campaign duplicates that approach to efficiency by allowing people to have fun while practicing being efficient." One of Canada’s most efficient luxury vehicles, the A3 TDI is proof that when it comes to efficiency, Audi practices what they preach. The diesel sport back gets an astonishing 6.7 L/100 km in the city and 4.6 L/100 km highway, putting it ahead of most hybrid vehicles when it comes to fuel-stinginess. The “Efficient Films” project takes a lighthearted approach to bolstering Audi’s efficiency credentials. While most Hollywood films run between two and three hours, Audi is retelling the stories with a meager 140 characters or less. Just short enough to be posted on Twitter.

Digital advertisment created by Lowe, Canada for Audi, within the category: Automotive.

Advertising Agency: Lowe Roche, Toronto, Canada
Chief Creative Officer: Geoffrey Roche
Associate Creative Director: Sean Ohlenkamp
Writer: Rob Sturch
Content Writer: Ed Maylon
Brand Strategist / Content Writer: Andrew Carty
Account Director: Somer Turnbull
Technical Developer: Nery Orellana
Director of Digital: Trish Quenneville

Comments (6)

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brookjohnston's picture
Activity Score 296

This would be fantastic if there was a legitimate tie-in with some film festival.

atb2005's picture
Activity Score 13557

For some reason, I am not too excited about this. I find it mildly entertaining, nothing really special or worth sharing with my friends.

brandingworthspreading's picture
Activity Score 648

I agree with both of you. That campaign doesn't feel right for Audi. It looks like a first idea without further development

capywriter's picture
Activity Score 5509


velle's picture
Activity Score 1550

the summarised film versions are hilarious, but i agree with everyone

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