The eye-opening Audi R8 advert

The 60-second television advert showcasing the all-new Audi R8 focuses on the biological reactions the supercar evokes in drivers behind the wheel.

Beginning with a close-up of a human eye, the pupil dilates as it reacts to the noise generated by the revving engine, designed to give an impression of how it feels to control Audi’s performance road car.

UK regulations stipulate that car advertisements ‘must not demonstrate power, acceleration or handling characteristics except in a clear context of safety and reference to those characteristics must not suggest excitement, aggression or competitiveness’ – and Audi has managed to convey the emotion of the R8’s characteristics in a refined manner.

The television advertisement part of a campaign consisting of outdoor, digital and print pieces, capturing the work of contemporary artists Sebastien Preschoux and Yasuaki Onishi.

Preschoux designed an eye built from specialist blue and white thread, measuring 5.5m high and 9m wide, while Onishi reproduced the electrocardiogram heartbeat readout of an R8 driver in art form.

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