Audi showcases the 2018 Audi R8 Spyder in a new campaign film, directed by “I, Tonya” director, Craig Gillespie, aimed at highlighting that, “For some, driving isn’t just a means of transportation”, but “an irreplaceable feeling”, “the kind of lifelong love affair, that no matter where you go, or what you do, you’ll just never shake”.
The spot, created by Venables Bell & Partners and titled “Driver”, is set in the future and follows David, a man who leaves his office and gets into a self-driving car to be taken home. On the way, a virtual assistant named Clara “offers” him a cup of coffee and asks him what’s on his mind, which makes him recall the days he was driving: “I was just thinking of a different time is all. There was a time when I used to sit up there, you know? Driving wasn’t just about being taken from place to place. But going somewhere, feeling something along the way”. As he says that, viewers are given a glimpse into a series of flashback moments illustrating unique emotions he felt while driving in his youth older Audi vehicles, including the 1984 Audi quattro coupe and 2000 Audi TT. When he arrives home, David is advised by Clara to relax, but he says “I’m afraid that’s just the problem” and, after dropping the glass of wine on the floor, goes to the garage and unveils his 2018 Audi R8 Spyder, which he takes for a ride. “Progress is seizing every moment” an onscreen line reads at the end of the spot, while in the background Vanilla Fudge’s cover of The Supremes’ “You Keep Me Hangin’ On” is playing.
This track was included on the first album by the American psychedelic rock band, titled “Vanilla Fudge”, which was released in summer 1967 and became their most successful.
The 2018 Audi R8 Spyder features a powerhouse 532-hp V10 engine, 19-inch 5-double-spoke design wheels, striking Singleframe grille, which includes 3D honeycomb design with Anthracite Gray matte finish, full LED headlights, automatic headlights, high-beam assistant, body-colored exterior side mirror housings, rear fog lights. The interior boasts fine Nappa leather seats, heated seats, 18-way power sport seats, automatic climate control, tilt and telescopic manually adjustable steering column, acoustic folding roof, anthracite inlays, illuminated aluminium door sill inlays, floor mats, monoposto cockpit design. In terms of infotainment and technology, the R8 Spyder features a fully digital 12.3-inch instrument display that allows the driver to customize information such as audio and available navigation, offering Classic and Infotainment modes as well as Google Earth, Audi advanced key- keyless start, stop and entry, Audi music interface with two USB ports, cruise control with coast resume and accelerate features, Audi drive select, parking system plus with rear view camera (with front and rear acoustic sensors), voice control system, and more. A suite of safety and security technologies, including Anti-lock Brake System with Electronic Brake-pressure Distribution and brake assist, active rollover protection system, is also available. The price is starting at $177,100.