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elmikel's picture

"The slowest car we've ever built" is totally wrong for me. I know what they wanted to say but this just states R8 is the slowest AUDI car. The line should be translated better...

elmikel
Activity Score 1147
Illustrator
Copy_Can's picture

See, you're an idiot.

The entire commercial is filmed in a way illustrating one benefit of the Audi R8, the fact that it's handmade. The slow tempo music and art direction further reinforces this.

Just one look at the R8 and you know it's a fast car. Park it on the side of the street and I bet you if you ask anyone "Without having driven this car, do you think it would be fast?" Guaranteed almost everyone will say, yes.

I think this is a smart, tight ad. When every other sports car manufacturer claims their "X" is the fastest, Audi has taken advantage of another one of their attributes - building high-quality cars - and made it the focal point of their ad.

Bravo. Tight ad, tight line, tight idea.

elmikel - I'd like to supersize my fries, please.

Copy_Can
elmikel's picture

you're a SUPER IDIOT COPY_CAN in that case, my friend.

I DO understand the message, of course it says it's handmade. I just wanted to stress its bad translation.

I'm not gonna argue with you, eat your fries in peace.

elmikel
Activity Score 1147
Illustrator
Copy_Can's picture

Keep up that nasty tone and I'll ask to speak with your manager, fryboy.

Copy_Can
elmikel's picture

oh, now I see, you must be that funny one!

elmikel
Activity Score 1147
Illustrator
laserbeak's picture

elmikel, you do an amazing impression of a bad client.

laserbeak
Activity Score 101
Adlibe's picture

i agree with elmikel, the line isn't good, they should find a better translation and why not add somewhere 'handmade' for both artisanal aspect and why it takes so long to build it...

Adlibe
Activity Score 56

- Cool artworks and great ideas make the world go round -

elmikel's picture

please, think before posting comments and please try to understand the comments of the other people. thank you.

elmikel
Activity Score 1147
Illustrator
laserbeak's picture

Attempt to "understand", elmikel, what it is that makes this ad interesting. It's the counterintuitive nature of the line. Yes, technically the line is saying the car is slow, but combined with the previous 28 seconds of the spot it is clear to any non-overly literal thinking individual that the line is referring to the painstakingly slow, detail oriented manufacturing process. So we can have it your way and change the line to something more like "The slowest we've ever built a car", be technically correct and completely lose the essence of the ad or leave it as it is. I'll take it without the elmikel treatment, thank you. I will take a cheeseburger and fries though. Thanks elmikel.

laserbeak
Activity Score 101
kalpesh78's picture

beautiful ad. wonderful soundtrack.
l love it

kalpesh78
Activity Score 2578
Art Director |

ideas....30 minutes nahi toh free.

slammary's picture

Good think, copy's nice.

slammary
Activity Score 214
Copywriter
hcook5150's picture

I want that car

www.hkstudiosinc.com

hcook5150
Activity Score 229
Other at http://www.hkstudiosinc.com
Duckman's picture

yeah, me too. This concept works for me.

Duckman
Activity Score 520
Art Director at Saatchi & Saatchi |

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

Tinglow's picture

Subtle

Tinglow
Activity Score 614
Chennai |

---
It comes just like that!

mezog's picture

Somebody know the song´s name? the artist?

mezog
Activity Score 48
Copywriter |

Lianjco L. Mezog O.

Muela's picture

Concept work for us, becose we studied advertising, but is confuse to the rest of people. Any way the car is amazing, people will buy it understand or not

Muela
Activity Score 126
Creative Director
laserbeak's picture

You may be right. The cleverness of this ad may be lost on some people. But that's not necessarely a bad thing. The surest way to create a bland ad is to appeal to the lowest common denominator.

laserbeak
Activity Score 101
Tinglow's picture

Very true.

Tinglow
Activity Score 614
Chennai |

---
It comes just like that!

Bobby Defect's picture

Slogan is super, when i've seen press campaign

Copy super with superB soundtrack!!!

Audi - Absolutely Unique Drive Innovation! I love it!

Bobby Defect
Activity Score 28
Kraft Foods Ukraine
gmint7's picture

:::J:::
nice car!
lets work on the copy shall we?

the slowest car we've ever built.

hmm but it's ok i think...
maybe

built to kill ... slower

: P (its becoming a different idea)

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

B-Luv's picture

The name of the song is Simone White - Beep Beep Song

B-Luv
Activity Score 26
Photographer at Inhouse, photo and print |

-=Im the sum of my influences=-

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