Last week, Trojan took the piss out of the BDSM-light hype around Fifty Shades of Grey. And now Audi is joining the party with a new parody ad.
Saturday Night Live's Vanessa Bayer stars as a try-hard version of the book-cum-movie's protagonist, Anastasia Steele. The spot, created with Venables Bell & Partners, mimics the famous scene in the elevator, where Christian Grey kisses Anastasia for the first time. But Bayer brings along a collection of sex toys and makes clumsy come-ons to anyone and everyone who happens along (kind of like she's been eating too many Red Velvet Oreos).
The interplay between Bayer and her victims is pretty hilarious—tightly written and perfectly delivered. And while the brand tie-in might feel tacked on, it isn't really.
Audi lucked into the storyline of the novel. Grey is an enthusiast, and gives Steele one as a gift. The automaker bought into the movie as well, with a product placement deal for five different cars. It's juicing the connection—a separate German ad hawking the Audi R8 Spyder treats Grey like a sex symbol on par with George Clooney.
Given the official connection, Audi might get more credit than Trojan for poking fun at the movie—though both seem to be trying to make audiences feel better about being inept at bondage. Or maybe it's making like the lead actors and hedging against what they apparently think will be a dud film.
Regardless, Audi certainly deserves points for bravery. Try to keep a straight face when Bayer starts twirling a set of Ben Wa balls around her finger. She can barely keep from laughing, too.
CREDITS
Client: Audi
Agency: Venables Bell & Partners
Executive Creative Director: Paul Venables and Will McGinness
Creative Director: Erich Pfeifer
Art Director: Byron Del Rosario
Copywriter: Meredith Karr
Director of Integrated Production: Craig Allen
Agency Executive Producer: Mandi Holdorf
Agency Producer: Ryan Wilson
Production Company: Biscuit Filmworks
Director: Clay Weiner
Director Of Photography: Doug Chamberlain
Executive Producer: Holly Vega
Editing Company: Cut + Run
Editor: Isaac Chen
Asst Editor: Eli Beck Gifford
Editorial Producer: Joanna Hall
Music Company: Search Party
Composer: Chris James
Mix: Mark Pitchford at M Squared
V/FX: Apache
Account Director: Nicole Spinelli
Account Manager: McKenna Pickett
Project Manager: Talya Fisher