Creative Creative Works Coronavirus

Audi launches meditative ‘slow TV’ four-hour film for social media


By Charlotte McEleny, Asia Editor

April 8, 2020 | 3 min read

Audi has created a film that it hopes will help people stuck indoors to get a sense of a trip out on the open road.

The four-hour-long film is designed to have a relaxing effect by taking Australians currently at home on lockdown, due to coronavirus, out to the New South Wales Central Tablelands.

Nikki Warburton, chief customer and marketing officer at Audi Australia, said: “During this difficult time for many of us, Audi wanted to create an innovative way of bringing the iconic Australian road-trip to people in their homes.”

The film, by Audi and We Are Social Australia, promotes the Audi A6 Sedan, the car featured in the film and was directed by Luke Bouchier at Finch.

To add to the ambience of driving, the film has been created with multiple camera angles, to mimic the visuals of driving. A musical score has also been created for the film by composer John Hassell, from his studio in Marseille, France, where he is currently in isolation.

“’The Drive’ is a digital concept that allows customers to experience the pleasure of the open road from the confines of their home, and to hopefully offer Australians some tranquillity and mental wellbeing during these uncertain and unsettling times,” said Warburton.

The campaign is the first by We Are Social Australia for the brand after it was awarded the account in January this year with a remit to create more personalised and interactive work for the brand online.

Edu Pou, executive creative director at We Are Social, said teamwork is at the heart of ‘The Drive’: “Not only has our partnership with production house Finch been fantastic, but the passion from the team at Audi has been key to driving this project forward. Literally – our client Sean is the one behind the wheel in this film.”

To find out how more brands are tackling marketing during Covid-19, see The Drum’s coverage.

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