Replace humans

October 2007

It's what happens when you replace robots with humans.
A car as complex as the new Audi R8 can only be built with years of engineering experience. Because it's built on such a small scale, almost every component has to be skillfully fitted by hand. So while the process might be slow, the car anything but.
The new Audi R8. The slowest car we've ever built.

Advertising Agency: BBH London, UK
Executive Creative Director: John O'Keefe
Creative Directors: Nick Kidney, Kevin Stark
Art Director: Andy Clough
Copywriter: Richard McGrann
Typographer: Richard Kennedy
Photographer: Frank Kayser

Comments (7)

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Tagorino's picture
Activity Score 13

I like it, very clean art direction an a good concept!!

amsterdam73's picture
Activity Score 374

me too. good copy, nice photography. but not outstanding, just a good solid ad

Bundy Agency's picture
Bundy Agency
Activity Score 597

very neat and tidy, by no means ground breaking but its just a great display of a well rounded ad

Todster35's picture
Activity Score 94

I love these almost as much as I love the car itself. It's a great line.

♥ get lost ad freak ♠'s picture
♥ get lost ad f...
Activity Score 250

i love the "slowest car" idea, it has such a great potential! not so sure about the copy...
i know they had to express the car's complexity but the copy seems just a tad too laboured to me.
get it tighter and more to-the-point and i'm game!

AriesDW's picture
Activity Score 172

Good strong copy, the image is a little too strongly washed and the ad seems a little too blank, however, the copy is well assembled the the photography is clear and catching.

PEACH Wien's picture
Activity Score 20

wow. great concept. beatiful simple art direction. brilliant copy.

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