Audi welcomes back Porsche by driving a Le Mans racing car to the company’s head office in Zuffenhausen
This year’s 24 Hours of Le Mans promises to be more exciting than ever. Having won the event in each of the last four years, Audi is competing for victory against both Toyota and the returning Porsche team. After many successful seasons, Porsche hasn’t competed in this class for the past 16 years.
In line with this year’s Audi Sport slogan of “Welcome challenges”, Audi is particularly looking forward to this comeback and has expressed its excitement in a unique way: in a 60-second viral video, an endurance racing car (an Audi R18 e-tron quattro to be precise) sets off from Audi HQ, drives through the centre of Ingolstadt and makes its way along country roads before pulling up outside Porsche’s head office in the Stuttgart suburb of Zuffenhausen. When it arrives, it unleashes 600 hp to write the message “Welcome back” on the tarmac.
Michael Finke, Head of International Communication at Audi: “The viral ad is just one of many activities in line with this year’s slogan. We are pleased to not only be able to convey the signature Audi ethos, but also to activate and involve motor sport fans all over the world.”
The viral video was uploaded to YouTube last Friday and had been watched more than a million times by Tuesday. It went straight to number one in the German Viral Video Charts. Audi has also made the music from the video available as a free global download and a 30-second version of the film has been used as a TV ad by Audi of America, with concept development and implementation done by thjnk, Hamburg.