22 comments

elmikel's picture
elmikel
1147 pencils

"The slowest car we've ever built" is totally wrong for me. I know what they wanted to say but this just states R8 is the slowest AUDI car. The line should be translated better...

Copy_Can's picture
Copy_Can

See, you're an idiot.

The entire commercial is filmed in a way illustrating one benefit of the Audi R8, the fact that it's handmade. The slow tempo music and art direction further reinforces this.

Just one look at the R8 and you know it's a fast car. Park it on the side of the street and I bet you if you ask anyone "Without having driven this car, do you think it would be fast?" Guaranteed almost everyone will say, yes.

I think this is a smart, tight ad. When every other sports car manufacturer claims their "X" is the fastest, Audi has taken advantage of another one of their attributes - building high-quality cars - and made it the focal point of their ad.

Bravo. Tight ad, tight line, tight idea.

elmikel - I'd like to supersize my fries, please.

elmikel's picture
elmikel
1147 pencils

you're a SUPER IDIOT COPY_CAN in that case, my friend.

I DO understand the message, of course it says it's handmade. I just wanted to stress its bad translation.

I'm not gonna argue with you, eat your fries in peace.

Copy_Can's picture
Copy_Can

Keep up that nasty tone and I'll ask to speak with your manager, fryboy.

elmikel's picture
elmikel
1147 pencils

oh, now I see, you must be that funny one!

laserbeak's picture
laserbeak
101 pencils

elmikel, you do an amazing impression of a bad client.

Adlibe's picture
Adlibe
56 pencils

i agree with elmikel, the line isn't good, they should find a better translation and why not add somewhere 'handmade' for both artisanal aspect and why it takes so long to build it...

elmikel's picture
elmikel
1147 pencils

please, think before posting comments and please try to understand the comments of the other people. thank you.

laserbeak's picture
laserbeak
101 pencils

Attempt to "understand", elmikel, what it is that makes this ad interesting. It's the counterintuitive nature of the line. Yes, technically the line is saying the car is slow, but combined with the previous 28 seconds of the spot it is clear to any non-overly literal thinking individual that the line is referring to the painstakingly slow, detail oriented manufacturing process. So we can have it your way and change the line to something more like "The slowest we've ever built a car", be technically correct and completely lose the essence of the ad or leave it as it is. I'll take it without the elmikel treatment, thank you. I will take a cheeseburger and fries though. Thanks elmikel.

kalpesh78's picture
kalpesh78
2580 pencils

beautiful ad. wonderful soundtrack.
l love it

ideas....30 minutes nahi toh free.

slammary's picture
slammary
214 pencils

Good think, copy's nice.

hcook5150's picture
hcook5150
229 pencils

I want that car

www.hkstudiosinc.com

Duckman's picture
Duckman
520 pencils

yeah, me too. This concept works for me.

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

Tinglow's picture
Tinglow
614 pencils

Subtle

mezog's picture
mezog
48 pencils

Somebody know the song´s name? the artist?

Muela's picture
Muela
126 pencils

Concept work for us, becose we studied advertising, but is confuse to the rest of people. Any way the car is amazing, people will buy it understand or not

laserbeak's picture
laserbeak
101 pencils

You may be right. The cleverness of this ad may be lost on some people. But that's not necessarely a bad thing. The surest way to create a bland ad is to appeal to the lowest common denominator.

Tinglow's picture
Tinglow
614 pencils

Very true.

Bobby Defect's picture
Bobby Defect
28 pencils

Slogan is super, when i've seen press campaign

Copy super with superB soundtrack!!!

Audi - Absolutely Unique Drive Innovation! I love it!

gmint7's picture
gmint7
2685 pencils

:::J:::
nice car!
lets work on the copy shall we?

the slowest car we've ever built.

hmm but it's ok i think...
maybe

built to kill ... slower

: P (its becoming a different idea)

:::J:::

B-Luv's picture
B-Luv
26 pencils

The name of the song is Simone White - Beep Beep Song

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