- The Audi commercial "The Fan" was also The King
with creative and marketing experts at this year's "48th Cannes Lions
International Advertising Festival 2001" in Cannes: at the weekend
the jury awarded the Silver Lion in the category "Cars" to the
commercial for the continuously variable automatic transmission "Audi
multitronic". The commercial was devised by the Frankfurt advertising
agency Saatchi & Saatchi. A second Silver Lion went to the Spanish
Audi commercial "Babysitter" for the Audi S3.
"The Fan" has already proved a hit with television viewers and
cinemagoers alike. The commercial deliberately avoids a technical
demonstration and instead presents the advantages of "Audi
multitronic" with the help of a humorous story, likeable characters
and catchy music. The gyrating rock 'n' roll mascot on the dashboard,
an elementary part of the commercial, has practically become cult in
Germany and is now being produced in large numbers. It can be ordered
through the AUDI AG subsidiary quattro GmbH.
A total of 6.117 advertising films were entered at Cannes, divided
into 29 different categories. An international jury studied and
assessed the commercials over a period of several days. A total of 46
contributions in the category "Cars" were ultimately shortlisted for
the awards. No fewer than six Audi commercials made it to this final
round: alongside "The Fan", "Moving Man" for the Audi TT was the
other German Audi film that impressed the jury.
"The Fan" was ultimately one of just three German commercials to
receive an award. The Cannes Lions are considered the most coveted
award and a kind of "Oscar" in the advertising industry. The Audi
commercials will now be included in the "Cannes-Rolle", a compilation
of all award-winning advertising films.
This year has thus seen Audi repeat the successes of its
innovative advertising campaigns of previous years. Two Audi
commercials also picked up awards at Cannes in the year 2000, for
While the film "Wakeboarder" won a Silver Lion, a Bronze Lion went
to the trailer "Vertical" which was shown during World Cup Ski
Jumping broadcasts by the German TV station RTL. Both films advertise
Audi's quattro drive.
Audi is an international developer and manufacturer of
high-quality cars. In 2000 the company sold more than 650,000 Audi
models, bringing in sales revenues of DM 39 billion. The Audi Group
currently has more than 50,000 employees.
ots Originaltext: Audi AG
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Original-Content von: Audi AG, übermittelt durch news aktuell