Audi is attempting to redefine the concept of luxury in an integrated advertising campaign centred around the Super Bowl. Two videos have been released, set in a “Luxury Prison”, providing some background for the Super Bowl Audi A8 commercial, “Release The Hounds”. One 3 minute video, Scared Smart, is a play on the 70s documentary Scared Straight and shows old school rich guys trying to startle young rich kids. The second video features riot suppressor Kenny G who uses his sax to calm down the inmates in the luxury prison.
Click on the image below to play the Startled Smart video in YouTube (HD)
Click on the image below to play the Kenny G Riot Suppressor video in YouTube (HD)
Click on the image below to play the Release the Hounds video in YouTube (HD)
The Luxury Prison campaign was developed at Venables Bell & Partners by founder/creative director Paul Venables, creative director Erich Pfeifer, copywriters Matt Keats and Crockett Jeffers, art director Byron DelRosario, agency producer Emily Moore, account director Colleen McGee, and director of integrated production Craig Allen, broadcast producer Nicolette Spencer, group account director Erik Petersen and account supervisor Marisa Quiter.
Editor was Rick Russell at Final Cut, Los Angeles, with editorial assistants Ben McCambridge and Jacob Kuehl.
Post production was done at The Mill, Los Angeles, by executive producer Sue Troyan, VFX producer Arielle Davis, shoot supervisor/lead 2D artist Phil Crowe, shoot supervisor Gawain Liddiard, 2D lead artists Gareth Parr, Tara Demarco, Chris Knight, Grant Connor, assist team Steve Cokonis and Zack Linkow, and matte painter Shannan Burkley.
Filming for Scared Smart was directed by Matt + Oz via Caviar, Los Angeles, with executive producers Michael Sagol and Jasper Thomlinson, producer Todd Makurath, director of photography David Jones, production designer Tom Hammock. Editor was Matt Murphy at Final Cut, Los Angeles with assistant editor Ben McCambridge, producer Jenn Miller, executive producer Saima Awan.