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Creative

Audi Japan Plays with Headspace in New Campaign that Defies Convention

lbbonline.com, 1 month ago

Wieden+Kennedy Tokyo ditches slick car shots for emotive metaphor in duo of spots for Audi A7 Sportback and Audi A8

Audi Japan Plays with Headspace in New Campaign that Defies Convention

You know what you’re getting with a car commercial, right? A twisty road winding through the Alps or along a Scottish Lochside. Depending on the model, you’ll get the impossibly good-looking couple with or without family, or a funky fun single gal or a tastefully grizzled businessman. And lots of impossibly shiny, highly retouched shots of a glossy, eerily perfect auto.
 
The Wieden+Kennedy team in Tokyo decided to leave the car clichés in the bin with their latest campaign for Audi Japan. Instead of lingering on CG-assisted bodywork porn, they opted for an approach that tunes into emotion and headspace – leaving shots of the A7 Sportback and A8 till the final seconds of the two spots.


The campaign was shot by directors Ian Pons Jewell and Yasuhito Tsuge. Released in September the first spot, for the Audi A7 Sportback, focuses on the joy of speed as it depicts a young man running freely throughout the night, along deserted roads. The follow-up spot for the Audi A8 swaps speed for mindfulness as it shows an older man sitting cross-legged and still in the middle of a large, empty cube – depicting the peace and space afforded by the car. 


According to the team at Wieden’s Tokyo, the campaign is not only challenging the conventions of the car commercial, it is also reframing the idea of luxury in the 21st century. In an increasingly hectic and stressful modern environment, the time and space to reflect and to be alone is precious.

“Whereas 'luxury' has traditionally meant scarcity or use of expensive materials, the new work reframes the idea of luxury as being about personal time, space and freedom and seeing the world with a slightly wider perspective,” reads the memo from Wieden+Kennedy. “The campaign marks a bold and dramatic move away from the flashy tropes of premium car communication in Japan.”




CREATIVE AGENCY: W+K TOKYO
Executive Creative Directors: Tota Hasegawa/長谷川踏太, Mike Farr/マイク ファー
Copywriter: Takeshi Amata/天田武史, Jason Scott/ジェーソン スコット
Art Director: Jordi Luna/ジョルディ ルナ
Agency Producer: Kana Wakabayashi/若林佳奈
Account Team: Ryan Johnson/ライアン ジョンソン, Casey Yoneyama/米山敬史郎

AUDI A7 SPORTBACK "Run" PRODUCTION 
Production Company: TAIYO KIKAKU Co.,Ltd/太陽企画株式会社 
Director: Ian Pons Jewell 
Producer: Isaac, Hirotomo Morikoshi/森越啓友 
Creative Coordinator: Azumi Kotake, Hideki Okawa/小竹杏美,大河英樹 
Production Manager: Masashi Tomihara, Masami Ouchi,Yuki Kawaguchi,Shunsuke Nakamura,Ryohei Sano,Kento Fukuda,HIroki Tanabe/冨原将司,大内雅未,川口雄輝,中村俊輔,佐 野亮平,福田健人,田辺敬紀 
Director of Photography: Mauro Chiarello 
Assistant Director: Teru Haruta 
Lighting Director: Yuji Wada/和田雄二 
Camera Car: S3 
Car Prep: Seek 
Cam operator: Koji Naoi/直井康二 
Grip: Yellow Flag,Tokky’s 
VFX: JUICE 
Offline editor: Tobias Suhm 
Online editor: Alex Brodie 
Post House: McRay 
Colourist: Luke Morrison 
Location Coordinator: Yoshihiro Makabe,Koji Meyama/真加部祥広,前山浩二 
Cast: Masatoshi Noji/野地将年 
Casting Director: Koichiro Iwagami/岩上紘一郎 
Hair and makeup: Nina Okuda/奥田新菜 
Stylist: Naoki Yamada/山田直樹 

AUDI A8 "Mind Space"  PRODUCTION 
Production Company: TAIYO KIKAKU Co.,Ltd/太陽企画株式会社 
Director: Yasuhito Tsuge/柘植泰人 
Producer: Isaac, Hirotomo Morikoshi/森越啓友 
Creative Coordinator: Azumi Kotake, Hideki Okawa/小竹杏美,大河英樹 
Production Manager: Shinsuke Jibu, Masami Ouchi, Taishi Furukawa,Kenta Tanaka/治部真輔,大内雅 未,古川泰至,田中健太 
Director of Photography: Jin Ito/伊藤仁 
Lighting Director: Ayumu Sato/佐藤歩 
Art Department: Tateo Yanagimachi/柳町建夫 
Car Prep: Seek 
Grip: Screw 
VFX: Jitto 
Offline editor: Aika Miyake 
Online editor: Masato Sadaoka/定岡雅人 
Post House: DIGITAL GARDEN Inc. 
Colourist: Yasuo Fukuda/福田康夫 
Location Cordinator: Yoshihiro Makabe,Kentaro Fujikawa/真加部祥広,藤川健太郎 
Cast: Takashi Miyake/三宅敬 
Casting Director: Koichiro Iwagami/岩上紘一郎 
Hair and makeup: Nina Okuda/奥田新菜 
Stylist: Naoki Yamada/山田直樹 

MUSIC + SOUND DESIGN 
Music Company: Woodwork Music 
Composer: Phil Kay 
Sound Designer A7: Sam Ashwell / 750mph 
Sound Designer A8: Erito Ayaki/綾城重理人
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Category: Automotive , Cars

Genre: People , Scenic