Audi Canada is rewriting the world’s most interesting films in less than 140 characters to promote the 2010 Audi A3 TDI. The site, online at efficientfilms.ca, takes well known films and reduces their plots to the size of a Twitter entry. Audi’s entries sit alongside the entries of site visitors. Examples so far include Airplane (An ex-pilot with a drinking problem gets on a plane. The crew falls ill. Surely he can land it. But don’t call him Shirley.), Avatar (Avatar Humans try to obtain Unobtainium. Unsurprisingly, they don’t get any.), Brokeback Mountain (Cowboys ride each other rather than horses.) The Wizard of Oz (Dorothy learns why girls love shoes.) and Groundhog Day (Bill Murray wakes up. Bill Murray wakes up. Bill Murray wakes up. Bill Murray wakes up.).
The site connects with online promotion of the A3 TDI, promoting its fuel efficiency of 6.7 L/100 km in the city and 4.6 L/100 km highway.
The Efficient Films campaign was developed at Lowe Roche, Toronto, by chief creative officer Geoffrey Roche, associate creative director Sean Ohlenkamp, copywriter Rob Sturch, content writer Ed Maylon, brand strategist/content writer Andrew Carty, account director Somer Turnbull, technical developer Nery Orellana, and director of digital Trish Quenneville.
“The Audi A3 TDI is incredibly efficient, but it’s also really exciting to drive,” say Geoffrey Roche, Chief Creative Officer, Lowe Roche. “Our campaign duplicates that approach to efficiency by allowing people to have fun while practicing being efficient.”