Audi UK is launching a new car with the most ironic: “the slowest car we’ve ever built” and keep in mind that this represents the largest investment ever made by Audi UK.

In fact, the R8 is the fastest production car Audi has ever produced, but because each one is constructed with new technology and greater performance, the R8 looks the slowest ever build car by them.

The slowest car we’ve ever built.

“The R8 is the epitome of Vorsprung durch Technik — it embodies everything it stands for — advancement through technology,” explains Peter Duffy, Audi UK’s Head of Marketing. “It also symbolizes progressive design, our pursuit of perfection and unrivaled handling built from our motor sport history. We had to tell the story of how the car is built.”

This story is repeated in a 90-second commercial developed by creative duo Richard McGrann and Andy Clough of Bartle Bogle Hegarty (BBH).

“We wanted to make a film which made the process of constructing an R8 as beautiful as the car itself,” explains Richard McGrann. The slow motion effect of the spot captures the workers’ movement through.

The soundtrack for the commercial is provided folk singer Simone White - the track is called ‘The Beep Beep’ and it is taken from Simone’s new album ‘I am the Man.’