Audi plays off the tension of holiday shopping in a new spot by Venables Bell & Partners, making for an exciting, and humorous race through a parking garage.
In 'Parking Lot,' two Audi Sport drivers enter a mall parking lot, quickly realizing they are competing for one final space. They eye each other, vying for any space to open up as a choir singing 'Carol of the Bells' grows more intense as the frustration levels of the two men amp up. They try unsuccessfully to wait for shoppers to leave, and squeeze their cars into too-tight spaces during the two-plus minute short film.
Finally, a race ensues as they climb their way to the top of the garage. They speed towards a ramp that would seemingly jump them to the next garage, but a quick video cut never resolves who parked where. Jump to the next scene, where we see them both with shopping carts, now trying to get the final toy for their children. It ends with a tongue-in-cheek tag of "It's the most wonderful time of the year."
The spot is a refreshing break from the sometimes sappy nature of holiday advertising and it elevates the level of competition for the holiday season with precision automotive.