News of June 27, 2001
Award presentation at the 48th Advertising Festival in Cannes: Audi multitronic commercial "The Fan" wins Silver Lion
Ingolstadt - The Audi commercial "The Fan" was also The King with creative and marketing experts at this year's "48th Cannes Lions International Advertising Festival 2001" in Cannes: at the weekend the jury awarded the Silver Lion in the category "Cars" to the commercial for the continuously variable automatic transmission "Audi multitronic". The commercial was devised by the Frankfurt advertising agency Saatchi & Saatchi. A second Silver Lion went to the Spanish Audi commercial "Babysitter" for the Audi S3.
"The Fan" has already proved a hit with television viewers and cinemagoers alike. The commercial deliberately avoids a technical demonstration and instead presents the advantages of "Audi multitronic" with the help of a humorous story, likeable characters and catchy music. The gyrating rock 'n' roll mascot on the dashboard, an elementary part of the commercial, has practically become cult in Germany and is now being produced in large numbers. It can be ordered through the AUDI AG subsidiary quattro GmbH.
A total of 6.117 advertising films were entered at Cannes, divided into 29 different categories. An international jury studied and assessed the commercials over a period of several days. A total of 46 contributions in the category "Cars" were ultimately shortlisted for the awards. No fewer than six Audi commercials made it to this final round: alongside "The Fan", "Moving Man" for the Audi TT was the other German Audi film that impressed the jury.
"The Fan" was ultimately one of just three German commercials to receive an award. The Cannes Lions are considered the most coveted award and a kind of "Oscar" in the advertising industry. The Audi commercials will now be included in the "Cannes-Rolle", a compilation of all award-winning advertising films.
This year has thus seen Audi repeat the successes of its innovative advertising campaigns of previous years. Two Audi commercials also picked up awards at Cannes in the year 2000, for example.
While the film "Wakeboarder" won a Silver Lion, a Bronze Lion went to the trailer "Vertical" which was shown during World Cup Ski Jumping broadcasts by the German TV station RTL. Both films advertise Audi's quattro drive.
(June 26, 2001)