Cut + Run Editor Andy McGraw recently completed a global spot for Audi through BBH London which is currently airing in the UK and will soon launch in the US. Directed by the ever- innovative Paul Hunter, the commercial is a stylized, choreographed merging of man and machine and the embodiment of human engineering.
Cut to a rhythmic track that includes actual Audi RS6 sounds recorded at a racetrack, "Gymnasts," features a cadre of gymnasts twisting, twirling and moving with precision. It is homage to the RS6's powerful engineering that demands "performance from every part."
"It was an honor to cut for Paul Hunter and an exciting project for many reasons, "says editor McGraw. "It required a combination of cutting to music and accurate comping of multiple layers to get exact timings. It's a great example of how all of the production and post elements come together with powerful effect."
Is this double-ironic with a twist? ;) Devo sold out -
it's brill. Hahaha. :)
Mark Mothersbaugh of Devo says that the band agreed to do it because it was just so absurd.
And it is. Mission accomplished.
(sources: adage and bbs/blogs)
The mom is spot on new wave!
This is such a Swiffer ad in art direction, execution and blahblah, all that, and then we have the real DEVO singing the products claims... Man I dunno if I should laugh or cry. heehee
It's a tear jerker ad! Laugh, cry, laugh, cry...all those emotions!
I give props to them for attempting to do more than they normally do. Decent effort to at least try to do something different from what they had been doing. Sure, it's not crazy and way out there, but it's a step in the right direction.
sounds and looks familiar...
The dance looks like Shake'n'Vac brought into the New Wave era!
We have Swiffers here in Blighty, but they haven't run any advertising since the product launch.