Audi R8 ?Warm up? with new sport car’s TV commercial. The new Audi commercial will showcase the 70 years of the company in the field of motor racing. The title of the commercial is ?Warm Up? which will be premiered in Germany on April 6 together with the blockbuster movie ?I, Robot? starring Will Smith and the Audi RSQ on the RTL channel.
The commercial was taken in Mexico and took six days to shoot. The tagline for the said commercial was: ‘the Audi R8?Born of powerful ideas.? The production was spearheaded by Hamburg agency kempertrautmann.
According to Jagoda Becic, Head of Advertising at Audi AG?luxury unit of Volkswagen and recipient of quality VW spoilers, “Time and time again during recent decades, Audi has led the way forward with its innovative technologies: the mid-mounted engine, aluminum lightweight construction, Quattro drive and our FSI petrol direct injection technology. We’re bringing all this together in the new Audi R8, and our journey through time creates a link from our new sports car to the core values of our brand.”
The commercial was filmed in Mexico last December and Gerhard Kiefer, responsible for the production of commercials at Audi, explained that, “We chose Mexico as the location for several reasons, the most important being that we had access to two racetracks at the same time for the filming work and that this location enabled us to obtain top-class technical equipment and props from nearby Hollywood.”
Not less than three Lorries were taken to load the clothing, wigs, false moustaches and accessories from different eras plus kilos of make-ups to make sure that the five actors and 1,050 extras were authentically attired.
It was vital to the film that the wardrobes used were in line with the different eras. Also to provide that historical feel, backdrops were made plus there are also a range of vintage cars used comprising of five original vehicles from the 1920s and 1930s, six original 1950s vehicles and the replica of an Auto Union Type C racing car dating back to 1937—all of which were transported to the location.
The filming took six days at two different locations in Mexico wherein three days of which were spent by the team shooting at Mexico City’s Autodrome track situated at an altitude of 2,300 meters. From Autodrome the team head to a private racetrack where they filmed for the next three days. The said private racetrack is located at the vicinity of Tulancingo. Cameraman Ian Foster, who worked on productions such as James Bond movie ‘tomorrow Never Dies? and ?Alexander? directed by Oliver Stone, shot no less than ten kilometers of film.
The post-production phase of the commercial was done in London where it was edited in HD quality— a process that took one and half month to finish.
The TV commercial starts by displaying a racetrack dating back to the 1930s. And away from the track, you can see racing cars being prepared for the big event. There were photographers and reporters flocking around the crowd of excited spectators when suddenly the Audi R8 drives through the scene.
For the succeeding years portrayed in the commercial?50s, 60s, 70s and 80s, the new Audi R8 will do the same entrance as it did in the 1930s part of the commercial. And leading up the whole moment when the R8 finally takes up a pole position on the grid at an ultra-modern circuit crowded with onlookers. There will also be a commentator that would be listing Audi’s engineering achievements down the years.
Afterwards the starting lights at the racetrack would fade and then the commentator would say “70 years of preparation ? for this start.” The lights flick off and the R8 powers away and then enter the tagline “The Audi R8 ? Born of powerful ideas”.