Situation

Audi Intelligent Assistance is a set of technologies created to protect drivers from potential dangers.

Even if our target is confident with technology, autonomous drive is a particular market, in continuous evolution and with a high degree of innovation. For this reason there are many barriers towards this system: those who are evaluating the investment, those who already have it but are not confident enough, those who underestimate its possibilities.

• Brief

Show the performances of Audi Intelligent Assistance at their best, in the most stressful conditions, through a powerful yet real storytelling.

• Objectives

- Make people fully trust Audi Intelligent Assistance and Audi technologies.

- Engagement and consideration.

The film shows a car race between two drivers behind the wheel of two Audi S5 equipped with Audi Intelligent Assistance, on a track covered by thick banks of fog.

The first racer who crosses the finish line is the one who has the courage to rely completely on the driver-assistance systems. He is Mike Newman, blind driver and 8 Guinness World Record holder.

A video in which we demonstrated that trusting technology is the only way to make it work at its best and to face challenges never tried before.

In fact, the winner was the driver who had the courage to rely completely on the driver-assistance systems of the car. He is Mike Newman, blind driver and 8 Guinness World Record holder.