Audi: Duel [110 sec]

Credits & Description:

Entrant: Venables Bell And Partners, San Francisco
Brand: Audi
Corporate Name of Sponsoring Client: Audi of America
Head of Client Services: David Corns
Agency Account Supervisor: Justin Wang
Agency Account Directors: Chris Bergen/Ally Humpherys
Agency Account Managers: Leah Murphy/Abu Ngauja/Talya Fisher
Agency: Venables Bell and Partners, San Francisco
Chief Creative Officer: Paul Venables
Executive Creative Director: Will McGinness
Creative Directors: Justin Moore/Erich Pfeifer
Copywriter: Matt Keats
Art Director: Matt Miller
Executive Agency Producer: Craig Allen
Agency Producer: Gabby Gardner
Production Company: Rattling Stick, Los Angeles
Director: Ringan Ledwidge
Senior Executive Producer: Richard McIntosh
Executive Producers: Joe Biggins/Jeff Shupe/Marlo Baird/Debbie Gonzalez
Producer: Brandee Probasco
Line Producer: Greg Haggart
Director of Photography: Greig Fraser
VFX Company: The Mill, Los Angeles
VFX Supervisor: John Shirley
Editing Facility: Work Editorial, Los Angeles
Editor: Rich Orrick
Colourist: Greg Reese
Sound Design Company: The Sound Lab at Technicolor, Burbank
Sound Designers: Scott Gershin/Johannes Hammers
Music Production Company: Woodwork Music, Salford
Music Composer: Philip Kay
Synopsis:
2016 was an exceptional year, dominated largely by the U.S. presidential election. As the election cycle progressed, it became increasingly evident that the three presidential debates were going to be some of the most watched events of the year. While many brands were reluctant to engage in a politically charged media situation, Audi took the opportunity to make a bold statement and get people talking with the release of 'Duel,’ the Audi version of political satire. ‘Duel’ featured one woman and one man duking it out in a knock-down-drag-out battle for the highest prize of them all. Finding out what started the fight was half the fun and led to the story’s unique narrative approach.
We also set out to squeeze a $300M blockbuster into a :90 car commercial.
The editing challenge on Duel was simple. Put together an adrenaline-fueled action sequence from beginning to end. Then, reverse the entire thing to tell a completely different story. We loved the idea that you wouldn’t know it was happening in reverse in the beginning, keeping it mysterious and slightly surreal until bodies start flying in into the air. Also, just reversing the film wasn’t enough. It was important to make sure you were tracking with the reverse story, so that meant lingering on moments that you wouldn’t if you were watching it forward. Add to that the balancing act of keeping the action moving, while allowing enough time to register some of the 20 well-placed Easter Eggs (visual cues representing both the Democratic and Republican party nominees). The technique allowed the spot to be just as action-packed and full of surprises as the election itself.
Action films are a dime a dozen in Hollywood. So not only was it essential that we create an action sequence that felt entirely fresh and original, but the sound design needed to rival anything you might see on the big screen. It needed to feel intense, violent and destructive. But we also wanted the sound design to enhance the feeling of moving in reverse. However, just reversing sounds just creates lots of weird sucking and warping effects. A punch in reverse doesn’t sound like a punch. And we wanted to feel that impact. So instead, we layered reverse effects with forward effects to create a truly unique sound scape.
'Duel' challenged viewers to stand up for what they believe in on election day. And people stayed engaged long after the spots aired on the debates. In the end, Audi garnered over 166MM+ impressions, 17.22MM+ digital views, 57+ press pickups, and was named Adweek's #2 best ad of 2016.