I want to start this post by simply stating: I love Audis. Actually, I love just about any high end German produced car, but Audi takes the cake in my book. The cars take an awesome shape, are luxurious and have the coolest headlight and taillights of any mass produced cars on the market. The only thing I don't like about Audi is the basic car ads they create every time they're trying to sell a car. It's always a stereotypical car ad, showing images of a shiny silver or black car, driving on the road while some voice throws random car facts at you that make an Audi better it's competitor's cars. Plain and simple, the ads are boring, and more so, they're predictable. I'm glad to say though that Audi got it's stuff together with this Superbowl ad and changed their marketing scheme from dull to funny. I didn't know what I was watching an ad for until the very end, and as soon as I saw that Audi A8 a big grin came across my face. For this reason I decided Audi's latest commercial was worthy of my SSM breakdown for next class. So lets begin.
Sight:
The ad starts off showing a shot of a very well dressed man in long plaid jacket with fancy insignias, the man is surrounded by miniature boats with large sails that are in bottles, it then shows his friend in similar attire who appears to be sleeping. It looks like these men are living a luxurious life style. Then the camera pans out behind golden colored bars and zooms over to an adjacent room also behind bars. In these room there are two men (both in the same attire as the other two men). On man has his arms reached through the bars fiddling with some sort of lock type set up, while another man is eating what appear to be crackers. The barred door to their room all of the sudden opens, you immediately see the two men sprinting down a lavishly decorated hallway. The other men in barred rooms then stand up and seem to freak out. The camera then goes into a room with a man in a very fancy looking gray suit with black cuffs, white gloves and a nice looking gray hat. In this same room the camera also shows a mean looking man in a white shirt with buttons and a gold colored tie, this man also has a telephone in his hand. The man in the gray suit is sitting in front of some sort of screens with images displayed on them of the two men who got out of their barred room, the man in the suit looks at these images and then seems to inform the mean looking man of what he is seeing. The camera then cuts to a wall which is lifting up and revealing several very nice looking and well groomed dogs. The two men who appear to be escaping from their barred room then begin running from the nice looking dogs, and slide under a dropping barred door which is closing, the first man then crashes through a highly place window feet first and his friend follows...head first. The second slightly larger man to go through the window comes crashing down on a table...head first. It looks like a mess. The camera then cuts back to the mean man and suited guy, and then it goes back to the people in still in barred rooms, they appear to be getting soothed from something. Then the escapees come back on screen, the larger escapee appears to be getting soothed also, but then the more agile, serious escapee grabs him and snaps him back to reality. The duo then slides down a rope that appears to be made of sheets going from the window to the building entrance. In front of them is a out of focus, white car, the insignia on the front of this car is a circle with three lines breaking out from the center of the circle, where each line is equally separated apart from the other lines. The clumsy, larger escapee then wraps a presumably warm towel around his neck and enters the white car. The remaining escapee then runs to a black car, there is a series of quick camera shots, one of him running to the car, one of him entering it, and then one of him inside the car. Then, the camera shows a head on view of the car, it's insignia on the front is four adjacent circles which are parallel to the ground, each circle is slightly overlapping the other circles. The camera then shows a shot with both cars shot from a large height, the white car goes towards the building while the black car goes away from the building. The camera then only shows the white car, which is being locked behind bars. To the right of the entrance where the white car goes are golden letters which read "prisoner reception". The camera shows the successful escapee driving, then a black screen with white letters which read "escape the confines of old luxury". The camera then shows the black car driving on a scenic road. The black screen comes back and reads "The new Audi A8 is here, Luxury has progressed". It then shows another black screen with the 4 circle insignia, to the right of that are red letters reading "Audi" and below that are white letters reading "Truth in engineering". The commercial ends with a shot of the failed escapee back behind bars dancing around while another person plays a black, long stick like instrument.
Sound:
The ad starts, you hear classical music, snores, and the clanking of metal. Then you a hear a voice. "We're breaking out, lets go." Says the voice in a deep, straight to business manner. You hear a crunch sound, the sound of chains sliding, and the once classical music becomes upbeat fast paced music. It sounds like all hell has suddenly broken loose, voices are screaming, you can hear the tinging of glass and then a slightly dumbfounded voice addresses someone by "warden" stating "two boys are going for a stroll." An alarm sounds and a new deeper, more intimidating voice then says "release the hounds." Immediately after the presumed man says this, what sounds like dogs panting starts (it seems odd that these dogs aren't barking?). All of the sudden you can hear a crashing, shattering sound followed by a thump, another shatter and a man moaning "my spleen!". The dumbfounded voice then says "no way it didn't work" in a ridiculous accent. The deep voice heard earlier then says "hit em' with the Kenny G". The music then changes to more sophisticated, equally catchy music. The voice that previously moaned in pain about his spleen then mentions in a more sophisticated slightly feminine voice "ohhh I love this song!". The deep, straight to business voice then briefly states "Focus!" and the music changes back to it's upbeat fast type. You hear two thuds and then the business voice says "Lancaster no! It's a trap!" the sophisticated voice (now known as Lancaster) then urges his friend that it's not a trap and that the idea of that is "nonsense" because his father "owned one". The music begins reaching a climactic part, you hear foot steps and the thud of a door, you then hear the growl of an engine. The next thing you hear is Lancaster stating "Great goodness, I've been" the last word is hard to hear, but I'm assuming it is hoaxed or something along those lines. The music changes to a sort of "success" beat and then changes again to a clarinet playing the previously mentioned "Kenny G" as Lancaster hums to it.
Motion:
This ad is PACKED with motion. The very beginning of the ad lacks motion, and appears almost dead. But as soon as that barred door slowly slides open, the motion doesn't stop. Right after the door swings open the two escapee run for it, and begin sprinting down the hallway. As the two escapees are running down the hallway you can see the remaining captives inside their barred rooms striking their tall, narrow glasses with silverware and yelling. You then see an elevated perspective of the prisoners running and the earlier mention gray suited man turns around in his seat in the direction of the mean looking man addressed as warden. Then an ordinary looking wall begins to lift up like a garage door and reveals the dogs, sprinting out of the newly appeared door. The dogs begin chasing the escapees down a hallway as a red barred door begins dropping from the ceiling. The successful escapee slides a stuffed bird under the door, stopping it's motion. Then the two escapees slide under the door, narrowly escaping the dogs. The successful escapee then leaps into the air and bursts through a glass window positioned over a door, his buddy then does something along those lines...except head first. The buddy eats it as he goes through the window hole and lands on his face on top of a table on the other side. The next significant piece of motion takes place after the warden and his assistant have another short conversation. The camera shows the remaining captives, they are hitting their glasses and then stop all of the sudden and take in deep, soothing breaths, they are now completely calm. The larger escapee then begins to do something similar until he is interrupted by his escape partner who grasps his arm and yanks him away towards the window. The escapees then begin to repel down the sheet rope from the window, the large escapee falls at the bottom of the rope, while the successful escapee gracefully jumps the rest of the distance to the ground. The next major motion is the dramatic sliding down of the gates behind the white car as the larger escapee is recaptured. The last motion in the advertisement is the larger escapee dancing is a goofy way to the man with the instrument.
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