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. 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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
