Audi Land of Quattro campaign invites viewers to direct their own TVC

Luxury car manufacturer Audi is inviting viewers to direct their own commercial with the launch of the global ‘Land of Quattro’ campaign executed in Australia by Holler Sydney.

The first locally-produced campaign by Audi  was launched last night with a 30 second television commercial that asks viewers to log onto the Audi Quattro website where they can “direct” the next Australian TVC.

Consumers can access reams of footage of the Audi Q5 shot from every angle using quadcopters and car-mounted GoPro cameras using a simulated video edit suite on the Audi Quattro website with a visual timeline to select scenes and camera angles to produce their own 60 second TVC.

Holler Sydney’s creative director James Théophane said: “We wanted to create a campaign infinitely remix-able from the comfort of the couch. The making of video is really core to the idea because there is a much bigger part of the campaign other than the TV spot. It was a very tricky and complex thing to pull off; less like creating a traditional TV spot and more like doing live sports, using multiple cameras and filming lots of action. Then we wanted the consumer to end up creating their own ad from the original ad so it was a complex and technical thing to achieve.”

(Ad courtesy of Ebiquity)

Entries will be judged by Audi’s managing director Andrew Doyle, actorRichard Roxburgh, and Mike Hill, CEO of Holler.

And the winner will have their ad broadcast on TV and online on September 29 with a director’s credit.

The campaign will run until September 9 with an emphasis on online advertising as well as outdoor and TV. It’s also associated with a National Geographic sponsorship.


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