Compromise Leads to Chaos in Audi 'Doberhuahua'

Audi of America today released the full 60-second version of its Big Game spot. Featuring the all-new Audi A3, the spot, called “Doberhuahua,” is a comical take on how when people compromise, things go terribly wrong. The spot will air on February 2 during the first in-game break after the 3rd quarter kickoff, in the final position of the advertising break. San Francisco-based Venables Bell & Partners created the spot.

“Unlike other entry-level luxury sedans, the Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles.  The Audi A3 doesn’t compromise on luxury, design or performance,” said Loren Angelo, Director of Marketing for Audi of America. “Through the use of this unlikely new character – the Doberhuahua – Audi illustrates how compromise can be frightening in a humorous, memorable way.”

Directed by the acclaimed Noam Murro, “Doberhuahua” follows a young couple in their hunt for the perfect dog. When they can’t decide on which breed to choose – a cute and cuddly Chihuahua or a big and bold Doberman Pinscher – the pet store owner suggests they comprise and blend the two breeds. The result: A Doberhuahua that quickly takes over the city, wreaking havoc and leaving chaos in its wake. “Compromise scares us too,” says Audi at the end. The spot also features the hashtag #StayUncompromised.

“Doberhuahua” also features a comical cameo by musician Sarah McLachlan. The singer-songwriter is featured in a humorous take on her famous animal rights PSA, this time, singing for the troubled Doberhuahua. Ms. McLachlan also starred in a teaser for the brand’s game day spot last week.

The all-new Audi A3 lineup begins with the A3 sedan, which goes on sale in the spring of 2014. The A3 sedan plays a pivotal role in the soon to be expanding Audi A3 family and will be priced from a base MSRP of $29,900. It will be joined later in the fall of 2014 by the Audi A3 Cabriolet, A3 TDI clean diesel sedan, the high-performance S3 sedan and in early 2015, the A3 Sportback e-tron® gasoline electric plug-in hybrid (PHEV). The Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The A3 marks the first time that an A-segment vehicle will offer MMI® technology, Audi drive select, 4G LTE connectivity and Bang & Olufsen® audio. 

Audi year-after-year has delivered highly-rated and innovative big game campaigns.  Last year, Audi posted its game day spot, “Prom,” to its You Tube page along with three alternate endings prior to the game and allowed viewers to choose how they wanted the ad to end. In 2012, Audi’s entertaining spot “Vampire Party” showcased the power of progressive engineering with the brand's signature LED headlight technology. In 2011, Audi’s "Release the Hounds," featuring the Audi A8 and a cameo by Kenny G, redefined luxury and became the first game day spot in history to use a Twitter hashtag. To view past Audi big game spots, please visit YouTube.com/AudiofAmerica.

Credits

Advertising Agency: Venables Bell & Partners, USA

Executive creative directors: Paul Venables, Will McGinness

Creative directors: Tyler Hampton, Erich Pfeifer

Art director: Byron Del Rosario

Copywriter: Meredith Karr

Director of integrated production: Craig Allen

Agency producer: Joyce Chen 

Business leader: Colleen McGee

Account supervisor: Nicole Spinelli 

Production company: Biscuit 

Director: Noam Murro 

Director of photography: Toby Irwin

Executive producers: Shawn Lacy, Colleen O'Donnell

Line producer: Jay Veal

Editing company: Final Cut

Editorial producer: Suzy Ramirez

Editor: Rick Russell

Assistant editor: Chris Amos

Sound design: Brian Emrich / Trinitite Studios

Music: Elias Arts

Executive Creative Director at Elias: Brent Nichols 

Creative Director at Elias: Dave Gold

Executive Producer at Elias: Ann Haugen

Producer at Elias: Katie Overcash

MIX: Loren Silber at Lime Studios

Telecine / colourist: Adam Scott at the Mill

Telecine producer: Natalie Westerfield

Executive telecine producer: LaRue Andersen

V/FX: The Mill

VFX executive producer: Sue Troyan

V/FX producer: Dan Roberts

VFX coordinator: Antonio Hardy

2D lead: James Allen

3D lead: Gawain Liddiard

Additional 3D lead artists: Jacob Bergman (Animation), Tom Raynor ( Lighting & Rendering), Martin Rivera(Tracking)

2D artists: Nick Tayler, Becky Porter, Jason Bergman, Ben Smith, Chris Howard, Brad Scott

3D artists:  Steve Beck, Carl Harders, George Lui, Ashraf Ghoniem, Blake Guest, Blake Sullivan, Bradley McLaughlin, Bridget Warrington, Cassi Clayton, Chris Goodrich, Danny Yoon, Hartwell Durfor, James Ma, Jason Janksy, Jesse Flores, Juan Zavala, Katie Yancey, Martin Rivera, Matt Bohnert, Matt Neapolitan, Miguel Guerrero, Mike Di Nocco, Nick Lines, Robert Chapman, Tom Graham, Sergio Xisto, Margaux Huneau

Matte painting: Thom Price, Itai Mueller

After effects: Greg Park

After department: Jeff Langlios, Ashley Forbito