Audi Breaks the Spell with Friendly Competition

Audi has been using the Vancouver 2010 Winter Olympics as a launchpad for two television commercials, “Spell” and “Friendly Competition”, taking on BMW, Ferrari, Mercedes and Lexus. As a sponsor of the United States Ski Team since 2007 and having recently produced the documentary “Truth in Motion,” Audi is familiar with the competitive environment that the Winter Games generate. The gloves are off.

BMW in Audi Spell commercial

Even in the friendliest competitions there is a winner and a loser. One of Audi’s biggest competitors is forced to face this truth, following the results of three straight Car and Driver comparison tests.

We’ve been taught to desire certain things, whether an Italian sports car or even a boring SUV. With Audi’s market share growing faster that its competitors, the Audi S4, Q5, A5 Cabriolet and R8 V10 break the trance and make consumers take notice.


Both spots were created by Venables Bell & Partners by creative director Paul Venables, associate creative director Erich Pfiefer, art director/designer Omid Rashid, copywriter Ashley Billings, executive producer Craig Allen and producer Emily Moore.

Filming was shot by director Lance Acord via Park Pictures, with producer Aristides McGarry.

Editor was JD Smyth at Final Cut. Colourist was Stefan Sonnenfeld at Company 3. Visual effects were produced at The Mill, Los Angeles.

Sound was mixed by John Bolen at Play. Sound was designed at 740 Sound Design. Music was produced at Mophonics.

  • Tomas

    Didn’t ‘Spell’ come out before the Olympics?