The idea was to create a cinematic shortfilm to explain the product in a story telling way.

In content and style the new Audi select film is a homage to the two cinema classics about master thief Thomas Crown ("The Thomas Crown Affair", 1968, remade in 1999).

The Audi film also presents us with a similarly slick master thief story and scenes full of effects for the big screen. In order to strengthen the cinema effect yet further, it was filmed in English and deliberately not dubbed into German.

As well as the 130-second version of the film there is a 60-second version and several shorter formats to be used as teasers on social media platforms.

The strategic thinking was to overcome the conflict of rationality versus unreasonability. Dreaming of maximum driving pleasure, a fair price and high flexibility Audi offers me more freedom in being able to drive a car I really want. That is the way to more freedom. No longer driving cars due to rational thinking and guilty conscience.

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