The new “Warm up” commercial for the Audi
R8 gets into gear: 70 years of motor racing history in 60
seconds
Six days of filming in Mexico with a
total of 1,050 extras Crew of 100 shoots ten kilometers of film
Tagline: “The Audi R8 – Born of powerful ideas”
This is the limbering up time, the
warm-up before the off. In 60 and 45 seconds, the new Audi R8
zooms through 70 years of motor racing history. “Warm up” is
also the title of the new sports car’s TV commercial, which will
be premiered in Germany on 6 April when the blockbuster “I,
ROBOT” starring Will Smith (and the Audi RSQ) is broadcast on
the RTL channel. The commercial was shot over six days in Mexico
at an altitude of more than 2,000 metres and uses 1,050 extras.
Its tagline: “The Audi R8 – Born of powerful ideas”. The
production was masterminded by Hamburg agency kempertrautmann.
“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,” says
Jagoda Becic, Head of Advertising at AUDI AG.
.
.
Filming in Mexico kicked off at the
beginning of December last year. 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.”
No less than three lorry loads of
clothing including countless wigs, false moustaches and
accessories from the different eras, not to mention kilos of
make-up, were provided to ensure that the film’s five actors and
1,050 extras were authentically attired. It was extremely
important that the clothing used in the film was in keeping with
the different eras.
Also fulfilling this requirement were remodeled
historic backdrops, five original vehicles from the 1920s and 1930s, six
original 1950s vehicles and the replica of an Auto Union Type C racing
car dating from 1937, all of which were transported to the location
especially.
Filming took place over six days at two
different locations in Mexico. The huge team spent three days at Mexico
City’s Autodromo track, situated at an altitude of 2,300 meters. Filming
then moved for three more days to a private racetrack 2,600 meters above
sea level in the vicinity of Tulancingo. Cameraman Ian Foster, who also
worked on productions such as the James Bond movie “Tomorrow Never Dies”
and “Alexander”, directed by Oliver Stone, shot no less than ten
kilometers of film. During the post-production phase in London, the
material was edited in HD quality, a process that lasted one and half
months.
The TV commercial starts at a racetrack during
the 1930s. Away from the track, racing cars are being prepared for their
big moment; photographers and reporters are flocking around the crowd of
excited onlookers when, suddenly, the Audi R8 drives through the scene.
The new sports car makes a similar entrance in the 50s, 60s, 70s and
80s, leading up to the moment when the R8 finally takes up pole position
on the grid at an ultra-modern circuit crowded with spectators.
Meanwhile, a commentator has been listing Audi’s engineering
achievements down the years. Then the starting lights at the racetrack
are faded in and the commentator says, “70 years of preparation – for
this start.” The lights flick off and the Audi R8 powers away. Next
comes the tagline: “The Audi R8 – Born of powerful ideas”.
