Narrated by and starring racer Allan McNish with the striking Audi R18 TDI sports-prototype, the film highlights the incredible feats of physical and mechanical endurance behind Audi’s decade-long appearances at the world-famous Le Mans 24-hour race.
The movie has been created as part of a multi-million Dollar campaign created by Audi UK, with it being shown in both 2D and 3D formats. It will premiere on British TV on Saturday 28 May, immediately before the kick-off of live coverage of the Champions League Final between the Audi-sponsored clubs Manchester United and Barcelona at Wembley, London. It will subsequently feature in theaters nationwide alongside the final “Harry Potter” movie. It’s estimated that collective audiences will amount to at least 20 million viewers.
The film also marks the first time Audi has used a spokesperson in its promotional campaigns. Appropriately, the presenter is none other than Allan McNish, two-time Le Mans winner and current Audi factory driver.
He explains how Audi’s dedication to perfection, encapsulated in the brand’s philosophy of “Vorsprung durch Technik” (advancement through technology), has helped the German manufacturer win the 24 Heures du Mans nine times in the last 11 years.
“I am very pleased with the way the advert has already been received, by motorsport fans, and the general public alike,” confirmed McNish, who will be taking time out from his Le Mans preparations to be the FIA’s steward at this weekend’s Monaco F1 GP.
In the film, McNish’s explanations are brought to life by a striking combination of live action and animation, fusing traditional hand-drawn black-and-white illustrations with cutting-edge ‘stereoscopic’ 3D technology.
The film will be available to view on the audi.co.uk website or the Audi YouTube channel. Audi is also producing a special app for iPads, iPhones and other smartphones.