[Print / Automotive] Audi：做最慢(R8 "slowest" / BBH, UK)
The new Audi R8. The slowest car we've ever built.
Humans can be painfully slow. That's why we use them.
Unlike most cars, the Audi R8 in not built on a production line. It's built in small numbers
in a high-tech car crafting facility. Tasks that are usually executed by robots are meticulously
executed by hand. It's a lengthy process, but what it loses in time, it gains in craftmanship.
We couldn't mass produce it if we tried.
Supply could never meet the demand for the Audi R8. Virtually every component is
assembled by hand in a specially designed workshop. It's a slow, labour intensive
process undertaken by only the most experienced engineers. But a car like this is
worth taking time
over.
It's what happens when you replace robots with humans.
A car as complex as the new Audi R8 can only be built with years of engineering
experience. Because it's built on such a small scale, almost every component has
to be skillfully fitted by hand. So while the process might be slow, the car anything but.
The
new Audi R8. The slowest car we've ever built.
Advertising Agency：BBH London, UK
Executive Creative Director：John O'Keefe
Creative Directors：Nick Kidney, Kevin Stark
Art Director：Andy Clough
Copywriter：Richard McGrann
Typographer：Richard Kennedy
Photographer：Frank Kayser
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