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Wednesday, May 23, 2007

Audi A5: New Kite commercial launched

Audi A5
The new Kite commercial for the Audi A5 is really special. Read here why.
- Not a trick: two Audi A5 models steer a stunt kite
- Unusual shoot in the Namibian desert
- Music for the 40-second ad composed by the band “Yello”

It might have needed a bit of a warm-up but then everything ran like clockwork. Two Audi A5 models steer a stunt kite in the new “Kite” advert, which will be broadcast on free TV from 25 May. “This is not a trick, all the images are real,” says Jagoda Becic, Head of Advertising at Audi. “Authenticity,” she says, “was the essential requirement. If it hadn’t been possible to navigate the kite by car in reality, then we wouldn’t have implemented the idea.” It was indeed possible – and led to spectacular images. They were filmed in the Namibian desert which showcases the Audi A5’s highly accurate driving characteristics in a striking manner. The message of the film, which will be aired in a 30- and 40-second version, is “Driving Redesigned”. The Swiss group “Yello” provided a new type of music for the A5 advert.

Speed, wind conditions, the size and material of the stunt kite, the length and thickness of the control ropes and, of course, a professional navigator: these were all aspects that had to be considered and tested.

Audi found the perfect kite pilot in 20-year-old Marcel Mehler from Velbert (North Rhine-Westphalia), multiple German champion and European vice-champion in kiting. For him and his parents Ilona and Thomas Mehler, almost everything revolves around flying stunt kites. The Mehlers not only provided valuable information on handling the sensitive piece of sports equipment but later also drove the A5 models during shooting in Namibia.

Audi A5

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Source: Fourtitude


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