The Drive
Audi
Issue 56 | September 2020
Agency
We Are Social
Creative Team
Managing Director Suzie Shaw Executive Creative Director Edu Pou
Production Team
Senior Editor, Creative John Agnew Designers Matt Geersen and Oliver Ryan Executive Producer Thea Carone Finch Company Director Luke Bouchier DOP Jordan Maddocks Executive Producer Camilla Mazzaferro Production Manager Franceska Walker
Other Credits
Account Director Jess Steele Account Manager Jarryd Patel Audi Australia Chief Customer and Marketing Officer Nikki Warburton Corporate Communications Manager Shaun Cleary Senior Communications Executive (Online) Sean Mckeever Senior Communications Executive Peta Frost
Date
April 2020
Background
When Australia went into lockdown and movement was restricted, drivers weren’t able to get out onto the roads and enjoy the freedom of a road trip.
Idea
If drivers couldn’t get out onto the road, Audi could bring the road to them. ‘The Drive’ was a four-hour long, slow TV show that took viewers through breath-taking Australian landscapes in a new Audi A6.
From the comfort of their homes, they could get to experience driving the car while listening to music scored by composer John Hassell from self-isolation in his studio in France. The film was shot and edited within two weeks, following all Australian government guidelines.
http://www.youtube.com/watch?v=qqYFgqN_q-w
Results
‘The Drive’ resonated around the world, getting picked up by mainstream media as well as marketing and auto titles.
Across Facebook and YouTube, The Drive was viewed over 270,000 times (and counting). The film was also repurposed for, and shared across, Instagram Stories, LinkedIn and Audi’s online magazine.
Our Thoughts
There is something strangely calming about this film. I have been playing it while I work.
Maybe the chord it strikes is, because there’s nothing you can do about Covid-19, nothing becomes the best thing to do. Spoiler alert.
It rains after about two hours and forty mins.
I loved the comment on YouTube from a Japanese viewer who said the film had given him his holiday.