VIDEO: Audi premieres 4-hour long film to ease ‘confinement’


In what could be the longest advert in history, Audi Australia, together with partner social media agency We Are Social Australia, has created ‘The Drive’.

The 4-hour long slow TV film allows viewers to experience the soothing nature of a long road trip; all from the confines of their own home.

Indeed, with the world confined indoors due to COVID-19, Audi is offering a way to reconnect with house-bound Australians through the freedom of the open road.

Audi 4-hour drive film

Frankly, we can’t understand why no one has thought of this before. There is something very calming and zen about about.

‘The Drive’ takes viewers on an immersive road journey through breathtaking Australian landscapes in an all-new Audi A6 Sedan.

The film was shot in the NSW Central Tablelands by director Luke Bouchier at Finch. The crew used multiple cameras to replicate the experience of driving the car; which the audience can enjoy from the comfort and safety of their own home.

Ccomposer John Hassell scored the film from his studio in Marseille, France; where he is currently in isolation. The music perfectly enhances the mood of the drive.

Slow style zen

The long, slow TV-style approach was to tap into the zen nature of the genre, the firm said. It comes at a time when people seemingly crave it more than ever; encouraging a moment of calm in an otherwise frantic climate.

“During this difficult time for many of us, Audi wanted to create an innovative way of bringing the iconic Australian road-trip to people in their homes,” said Nikki Warburton, Chief Customer and Marketing Officer at Audi Australia.

“’The Drive’ is a digital concept that allows customers to experience the pleasure of the open road from the confines of their home, and to hopefully offer Australians some tranquillity and mental wellbeing during these uncertain and unsettling times,” said Warburton.

We Are Social was appointed in January and this is the first collaboration between Audi and the creative house.

It taps into the partnership’s ambition to give Audi customers a more personalised experience and grow an engaged community through innovative storytelling.

Self ‘Drive’

According to Edu Pou, Executive Creative Director at We Are Social, teamwork is at the heart of ‘The Drive’.

“Not only has our partnership with production house Finch been fantastic, but the passion from the team at Audi has been key to driving this project forward.

“Literally – our client Sean is the one behind the wheel in this film,” said Pou.

‘The Drive’ was recorded two weeks ago, with a small crew of four people – two per car. The firm said it followed the latest government advice on social distancing at the time.