Audi’s Super Bowl LIII commercial turns to comedy to promote the carmaker’s all new e-tron models. The Audi e-tron GT concept takes center stage, with the Audi e-tron SUV making a cameo at the end. The 60-second spot, “Cashew,” directed by Ringan Ledwidge of Rattling Stick for Venables Bell & Partners, will air during the second quarter of the Big Game.
“Cashew” tells the humorous story of one man’s version of utopia, made complete by his vision of the perfect car. As the spot begins, viewers are transported through an ethereal field alongside a man walking. As he arrives at a rustic house, the man is greeted by his grandfather and ushered into a garage where the all-electric Audi e-tron GT concept is revealed. Delighted, the man pushes the start button and the vehicle comes to life. The man is then abruptly pulled back from his paradise as his chest begins to convulse. Back in an office setting, the man has just coughed up a cashew nut after receiving medical assistance from a colleague. As the colleague utters “You’re one lucky man. I was worried about you for a minute,” a look of utter disappointment and frustration paints the man’s face. The commercial concludes with the message: “A thrilling future awaits. On Earth. One third of all new Audi models will be electrified by 2025.”
The all-electric Audi e-tron SUV is anticipated to arrive in the U.S. in the 2nd quarter of 2019.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2019-02-03)
Credits
Client Audi Agency Venables Bell & Partners Paul Venables, founder, chairman; Will McGinness, executive creative director; Matt Keats, Matt Miller creative directors; Avery Oldfield, Adam Wolinsky, associate creative directors; Hilary Coate, director of integrated production; Matt Flaker, executive producer; Mike Ronkoske, strategy director; Mike Riley, strategy director. Production Rattling Stick Ringan Ledwidge, director; Joe Biggins, Jeff Shupe, exec producers; Richard McIntosh, head of production; Joey Zadwarny, line producer; Adam Arkapaw, DP. Editorial Work Editorial Rich Orrick, editor; Leah Turner, assistant editor; Marlo Baird, exec producer; Brandee Probasco, producer. VFX/Finishing The Mill Phil Crowe, chief creative officer; John Shirley, creative director/shoot supervisor; Anastasia von Rahl, exec producer; Dan Love, sr. producer; Vanessa Yee, associate producer. Music Beacon Street Studios, Venice, Calif. Andrew Feltenstein, John Nau, composers Sound Design LSD, Santa Monica, Calif. Rohan Young, sound designer; Susie Boyajan, executive producer Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, audio mixer; Jeremy Nichols, audio assistant; Susie Boyajan, executive producer
Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, color producer; Jenny Montgomery, color assist.
This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.
Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.
But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.
The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.
“Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More
