Humans are painfully slow

October 2007

Humans can be painfully slow. That's why we use them.
Unlike most cars, the Audi R8 in not built on a production line. It's built in small numbers in a high-tech car crafting facility. Tasks that are usually executed by robots are meticulously executed by hand. It's a lengthy process, but what it loses in time, it gains in craftmanship.
The new Audi R8. The slowest car we've ever built.

Advertising Agency: BBH London, UK
Executive Creative Director: John O'Keefe
Creative Directors: Nick Kidney, Kevin Stark
Art Director: Andy Clough
Copywriter: Richard McGrann
Typographer: Richard Kennedy
Photographer: Frank Kayser

Comments (8)

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lsadunb's picture
Activity Score 571

British advertising is always very classy. This particular campaign is not one of my favorites, but it deserves respect.

DCRed's picture
Activity Score 22

i actually like this campaign. the execution is classy and simple, the copy is great and the tagline is just perfect in all its irony.

arz_diana's picture
Activity Score 34

This is the part of the campaign, I think the main part is the TV spot, very cool one:

amsterdam73's picture
Activity Score 374

again: good copy, nice photography. but not outstanding, just a good solid ad. just like DCRed said ;-)

kurtberengeiger's picture
Activity Score 7318

Hmmm... The film on YouTube is nice. And I think the campaign line is brilliant.
But I'm not quite as impressed by the print copy as most people seem to be. I just think that it could use a little polishing...

purplesimon's picture
Activity Score 473

The website is also a great addition to the campaign.

Bannerblog is also running a version of the online ads, here:

Guest's picture

Does anyone know what magazine this ad was ran in?

Blair Semenoff's picture
Blair Semenoff
Activity Score 651

Nice touch adding the video to tie it all together, thanks arz_diana