Audi UK's atmospheric and beautifully shot new TV commercial, ‘React' demonstrates in super slow-motion the Audi intelligence built into its recent, new and forthcoming Q5 models.
In the spot written by BBH London and directed by Alan Bibby through MPC Creative, the ad depicts an Audi elegantly driving through a storm. The car and film slow down to adapt to the conditions, and the car is captured in one paused moment in time against a backdrop of rain as sophisticated graphics explain the complex technological decisions it makes every split second. The graphics, creatively directed by MPC Design's Creative Director Ryan Jefferson Hays, are instrumental to the narrative in this high-end production, in which design and animation are seamlessly integrated into an epic high speed live action night shoot.
Alan Bibby, Director, says:“I was instantly drawn to the concept from the moment I read the script because it’s the sort of challenge I find the most intriguing: how do you articulate a complex idea in a elegant and visually compelling fashion? Getting that to happen was an intensely collaborative, process, from a directorial, creative and design perspective – and an intensely rewarding one.”
Ryan Jefferson Hays
Marc Rayson, Callum Prior
Ben Harrex @ Final Cut
Sophie Gunn @ MPC Creative
Dan Sanders, Paul Hunt, Marco Gifuni, James McIver, Kerim Camdzic
Paul Hunt, Marco Gifuni, James McIver
Kai Van Beers @ MPC
Hywel Evans @ The Most Radicalist Black Sheep Music
Joe Wilkinson @ String and Tins
Arlen/Harburg (licensed courtesy of EMI Music Publishing Ltd)