Automotive commercials remain some of the most complex ever to produce. Companies have to hire drivers, visual artists, a director (and assistant director in most cases), a gaffer, and (if they’re like Lincoln Motor commercials) the talent. Automotive News estimated that the average cost of producing a car ad comes to nearly $240,000 (£192,000). This Audi ad decided to cut its cost in the most creative way possible — using miniatures in place of full-sized cars. The German company hired Mexican-based artist Felix Hernandez to create its Middle East campaign for the Q2 model. Audi gave Hernandez a scale model at just 1:43 scale.
The German company hired Mexican-based artist Felix Hernandez to create its Middle East campaign for the Q2 model. Audi gave Hernandez a scale model at just 1:43 scale.
So how did Hernandez manage to recreate the sand dunes of the Middle East from the comfort of his Mexico studio? He built his own sets. Hernandez’s biggest challenge came from working with such a small scale car.
“Where I normally work with 1/18 scale models, for the Q2 launch I was commissioned to do a series of photographies using a 1/43 scale model,” Hernandez told PetaPixel. “This was my first time doing this kind of photography with such a small model.”
And when one thinks about it, Audi made a very clever advertising move. The Q2 SUV will be the smallest in Audi’s range. What better way to emphasize the car’s small scale than by using a really small car?
Hernandez managed to splurge a little on Audi’s typically big-budget features. He and a photographer flew to Dubai. They recreated the Audi Q2 in front of one of the city’s most iconic views for the Audi ad.