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Ringan Ledwidge Directs Audi's "Cashew" For Super Bowl, Venables Bell

By

Robert Goldrich
Friday, Feb. 1, 2019

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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.

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. Sound Design LSD Rohan Young, sound designer; Susie Boyajan, exec producer. Audio Post Lime Studios Rohan Young, audio mixer; Jeremy Nichols, audio assistant; Susie Boyajan, exec 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. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, color producer; Jenny Montgomery, color assist. 

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