This Audi spot from Venables Bell & Partners presents a pint-size rebel with a full tummy who's eager to cannonball into a pool even though a sign clearly says, "Wait one hour to swim after eating."
Will he or won't he? What's your guess, people?
The spot morphs into an engaging slice of excess that delivers on its premise with good-natured absurdity and considerable charm. (Audi is sitting out the Super Bowl this year, for the first time in seven years, but it's not inconceivable that this ad might have been under consideration for Big Game play at some point.)
Of course, lots of brands, particularly automakers, like to position themselves as great fits for iconoclasts. That's how this spot rolls, but it doesn't take itself too seriously.
After all, Audi—the Volkswagen-owned luxury brand—usually isn't top of mind among folks who like to swim against the tide. (A rebuilt '68 Mustang is a whole other story.) And disobeying a sign at a public pool isn't all that rebellious, is it? (There's some extra irony when the message "The world is full of rules. Be the exception" flashes on screen at the same time small type cautions viewers to "Always obey speed and traffic laws.")
The kid will probably grow up toiling in a cube just to keep up the payments on his Audi A7. At least he can look back fondly on that time at the pool when he made a big splash.
CREDITS
Client: Audi of America
Spot: Swim
Agency: Venables Bell & Partners
Executive Creative Director: Paul Venables, Will McGinness
Creative Director: Tyler Hampton, Lee Einhorn, Erich Pfeifer
Art Director: Ryan Mclaughlin
Copywriter: Cam Miller
Director Of Integrated Production: Craig Allen
Agency Executive Producer: Mandi Holdorf
Account Director: Justin Pitcher
Account Supervisor: Krista Muir
Group Strategy Director: Orit Peleg
Project Manager: Talya Fisher
Production Company: Arts & Sciences
Director: Matt Aselton
Director Of Photography: Crille Forsberg
Executive Producer: Marc Marrie
Producer: Zoe Odlum
Editing Company: Arcade Edit
Editor: Geoff Hounsell
Music: Elias Arts
Composers: Jonathan Elias
V/Fx: The Mill
Senior Executive Producer: Chris Harlow
V/Fx Supervisor: Gareth Parr