Hasta La Creative!

Venables Bell & Partners launched a new spot for Audi featuring one epic “Duel” playing out in reverse. 

The spot opens with “Vote” and “2016” buttons on the ground at some kind of elegant gala, with broken glass strewn about the scene. As the action proceeds in reverse a man and a woman rise from the floor and through the glass ceiling they’ve clearly just fallen through. From there a hard fought battle proceeds in reverse, with the device used to generate interest and add suspense to the reveal of the duel’s origins.

The clever concept of the ad would feel cheap and hollow had it been poorly executed, but it’s quite the opposite. If anything, the perfectly executed production, courtesy of Hollywood veterans like director Ringan Ledwidge, production designer K.K. Barrett (Her, Adaptation, Lost in Translation), cinematographer Greig Fraser (Foxcatcher, Rogue One: A Star Wars Story) and stunt choreographer Robert Alonzo (Deadpool, Tomorrowland, Oblivion) is what makes the spot work.

In addition to a reveal which champions the brand while somehow avoiding seeming as over-the-top as it should, the conclusion of the spot also manages to appeal to supporters of any presidential candidate with the line, “Choose the next driver wisely.” The ad, of course, will make its broadcast debut during coverage of the presidential debate tonight. It will also run during the two subsequent scheduled debates. 

Credits:
Client Name: Audi of America
Brand: Audi
Spot Name: Duel
Air Dates: 9/26/16, 10/9/16, 10/19/16
Agency: Venables Bell & Partners
Founder, Chairman: Paul Venables
Partner, Executive Creative Director: Will McGinness
Creative Director: Justin Moore
Creative Director: Erich Pfeifer
ACD/Copywriter: Matt Keats
ACD/Art Director: Matt Miller
Director Of Integrated Production: Craig Allen
Senior Producer: Matt Flaker
Producer: Gabby Gardner
Production Company: Rattling Stick
Director: Ringan Ledwidge
Director of Photography: Greig Fraser
Head of Production: Richard McIntosh
Executive Producer: Joe Biggins
Executive Producer: Jeff Shupe
Line Producer: Greg Haggart
Stunt Coordinator: Robert Alonzo
Production Designer: K.K. Barrett
Editing Company: Work Editorial
Editor: Rich Orrick
Assistant Editor: Mike Horan
Executive Producer: Marlo Baird
Producer: Brandee Probasco
Music Company: Woodwork Music
Music Composer: Philip Kay
Music Coordinator: Andy Oskwarek
Sound Design/Final Mix: The Sound Lab at Technicolor
Executive Producer: Debbie Gonzalez
Lead Sound Designer/Mix Engineer: Scott Gershin
Sound Designer: Johannes Hammers
VFX: The Mill
Executive Creative Director: Phil Crowe
VFX Supervisor: John Shirley
CG Lead: David Lawson
VFX Senior Producer: Anastasia von Rahl
VFX Associate Producer: Karina Slater
Colorist: Greg Reese
Head Of Brand Management: David Corns
Brand Director: Chris Bergen
Brand Supervisor: Justin Wang
Brand Manager: Abu Ngauja
Project Managers: Talya Fisher, Leah Murphy