Audi: Cashew by Venables Bell & Partners
- Location:
Audi has released its Super Bowl LIII commercial, and it finds a man slipping into a dream state where he is reunited with a loving grandfather and a new Audi e-tron, but not everything is what it seems.
The spot is centered around electrification and the all-new Audi e-tron models. The 60-second spot, ‘Cashew,’ directed by Ringan Ledwidge, will air during the second quarter of the big game. The commercial was created by Venables Bell & Partners. It is the 10th appearance by the brand in the game.
The ad tells the humorous story of one man’s version of utopia, made complete by his vision of the perfect car. As the spot begins, viewers are transported through an ethereal field alongside a man walking. As he arrives at a rustic house, he is greeted by his grandfather and ushered into a garage where the all-electric Audi e-tron GT concept is revealed. Delighted, the man pushes the start button and the vehicle comes to life. The man is then abruptly pulled back from his paradise as his chest begins to convulse. Back to a harsh reality, he is in an office setting, having just coughed up a cashew nut after receiving medical assistance from a colleague. As the colleague utters “You’re one lucky man. I was worried about you for a minute,” a look of utter disappointment and frustration paints the man’s face. The commercial concludes with the message: “A thrilling future awaits. On Earth. One third of all new Audi models will be electrified by 2025.”
Credits
AGENCY: Venables Bell & Partners
FOUNDER, CHAIRMAN: Paul Venables
EXECUTIVE CREATIVE DIRECTOR: Will McGinness
CREATIVE DIRECTOR: Matt Keats
CREATIVE DIRECTOR: Matt Miller
ASSOCIATE CREATIVE DIRECTOR: Avery Oldfield
ASSOCIATE CREATIVE DIRECTOR: Adam Wolinsky
DIRECTOR OF INTEGRATED PRODUCTION: Hilary Coate
EXECUTIVE PRODUCER: Matt Flaker
HEAD OF BRAND MANAGEMENT: Michael Chase
GROUP BRAND DIRECTOR: Cara Watson
BRAND SUPERVISOR: Casey Warendorf
BRAND MANAGER: Alyssa Young
STRATEGY DIRECTOR: Mike Ronkoske
STRATEGY DIRECTOR: Mike Riley
DIRECTOR OF BUSINESS AFFAIRS: Quynh-An Phan
SENIOR TRAFFIC MANAGER: Jermelia Holling
CREATIVE RESOURCE MANAGER: Jessica Youssefia
DIRECTOR OF LUMBERYARD: Raquel Bedard
MCR OPERATIONS MANAGER: Jeff Saunders
PRODUCTION COMPANY: Rattling Stick
DIRECTOR: Ringan Ledwidge
EXECUTIVE PRODUCER: Joe Biggins
EXECUTIVE PRODUCER: Jeff Shupe
HEAD OF PRODUCTION: Richard McIntosh
LINE PRODUCER: Joey Zadwarny
DIRECTOR OF PHOTOGRAPHY: Adam Arkapaw
EDITING COMPANY: Work Editorial
EDITOR: Rich Orrick
ASSISTANT EDITOR: Leah Turner
EXECUTIVE PRODUCER: Marlo Baird
PRODUCER: Brandee Probasco
SOUND DESIGN & MIX: Lime Studios
SOUND DESIGN LSD: Rohan Young
AUDI MIXER: Rohan Young
AUDIO ASSISTANT: Jeremy Nichols
EXECUTIVE PRODUCER: Susie Boyajan
VFX/FINISHING: The Mill
CHIEF CREATIVE OFFICER: Phil Crowe
CREATIVE DIRECTOR: John Shirley
EXECUTIVE PRODUCER: Anastasia von Rahl
PRODUCER: Dan Love, Senior Producer; Vanessa Yee, Associate Producer
SHOOT SUPERVISOR: John Shirley
TELECINE: Company 3
COLORIST: Tom Poole
COLOR PRODUCER: Alexandra Lubrano
COLOR ASSIST: Jenny Montgomery
