Audi A8 – Goodnight

Audi’s new 60-second TV advertisement billed as a prelude to its upcoming Super Bowl ad.

Titled “Goodnight,” the spot is inspired by Goodnight Moon, the 1947 children’s book by Margaret Wise Brown, one of the best-selling children’s books of all time.

“Research shows that consumer impressions are based in nostalgia and formed at a very young age. In ‘Goodnight’ Audi taps into these memories to break through the nostalgia and re-establish what it means to achieve luxury,” said Scott Keogh, chief marketing officer, Audi of America. “Today’s luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments. As a result, they are seeking out new and more evolved luxury symbols that make them stand out from the crowd.”

“We chose to feature the award-winning 2011 A8 because it represents today’s standard of progressive luxury – sophisticated, yet memorable design, the most advanced technology available, and unmatched performance,” said Keogh.

The all new 2011 A8 sedan has been hailed as a technological masterpiece with striking aesthetics. Setting new standards of luxury, dynamism and efficiency, the A8 features a light-weight Aluminum Space Frame® body allowing it to achieve equal or greater fuel efficiency than leading luxury hybrid vehicles. Audi’s flagship A8 sedan also features a 19-speaker Bang & Olufsen® sound system, MMI® touch, Audi pre-sense safety features and the Audi signature LED lighting.

The past three years Audi has delivered highly-rated spots, including last year’s “Green Car” ad featuring the Audi A3 TDI, Green Car Journal’s 2010 “Green Car of the Year,” and a soundtrack created by rock legends Cheap Trick. The 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the dual message that luxury is evolving. The 2008 Audi spot delivered a parody of the movie “The Godfather” and signaled that the brand was ready to challenge the perceived luxury leaders by “putting luxury on notice.”

Credits:
Brand: Audi
Spot Name: Goodnight

Agency: Venables Bell & Partners
Air Date: January 13, 2011
Executive Creative Director: Paul Venables
Executive Creative Director: Will McGinness
Creative Director: Erich Pfeifer
Writer: Crockett Jeffers
Art Director: Erich Pfeifer
Producer: Mandi Holdorf
Director of Integrated Production: Craig Allen
Account Manager: Mitra Pai
Account Director: Colleen McGee

Production Company :Epoch Films/Rattling Stick
Executive Producer: Lisa Margulis
Line Producer/President of Rattling Stick: Johnnie Frankel
Director: Daniel Kleinman
Director of Photographer: Alwin Kuchler

Editorial : Cut & Run
Producer: Chris Girard
Editor: Stephen Gandolfi
Ast Editor: Isaac Chen

VFX:
Framestore/London
Helen Hughes Producer
Pete Jones Coordinator

William Bartlett VFX Supervisor
Savneet Nagi Compositing Artist
George Roper Compositing Artist
Stephanie Mills Compositing Artist
Darran Nicholson Compositing Artist
Jonathan Hairman Compositing Artist
Tim Osborne Compositing Artist
Tom Sparks Compositing Artist
Pedro Sabrosa Compositing Artist
Robert Kolbeins CG Lead
Martin Bovingdon 3D Modeller
Richard Coley TD
Laura Dias TD
Kevin O’Sullivan Animation Lead
Telecine: Co3/LA
Colorist: Stefan Sonenfeld
Mix: Play Studios
Engineer: John Bolen
Music: Elias Arts
Sound Design: 740 Sound Design

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