You’ve got to admire Audi in their determination to position the new A1 as a premium hatchback, the likes of which only BMW have really managed to achieve with the Mini. The irony of Audi’s move into film making is not lost on us either – BMW’s groundbreaking The Hire film series drew numerous awards and accolades plus of course 100 million film views when they aired between 2001 and 2005 – so yet again Audi look to be following the well-trodden path of their Munich neighbours. But will they prove as successful?
Judging by Audi’s roller coaster of success in recent years – being one of the few car makers to grow during the recession – it would be foolish to bet against them. However we live in a much more ‘media savvy’ environment than BMW had to fare in the early-noughties and the success of Audi’s new film will depend far more on how it engages ‘with’ the audience, rather than how good it necessarily looks.
You’ll be able to judge for yourselves as ‘The Next Big Thing’ is launched next Tuesday (4th May), in the meantime you can check out the latest ‘behind-the-scenes’ preview by clicking on the image below;
Also take another look at the BMW Films channel on SkiddPlayer.
BMW Films featured Clive Owen which arguably catapulted Owen into the Hollywood elite as he worked with producers such as John Frankenheimer, Guy Ritchie and John Woo. Audi have chosen Justin Timberlake for their series of short films who will be joined by the Dominican actress Dania Ramirez (Maya Herrera from the TV series, Heroes).
Six episodes were created in ‘The Next Big Thing’ series which can be seen every Tuesday starting on May 4th. You can view the film live at www.audi.com/a1 or catch up on past episodes on Audi’s TV channel on SkiddPlayer.