To mark the launch of the new Audi TT RS, and equally importantly to celebrate the distinctly different sound of its evocative new five-cylinder engine, Audi has commissioned a very special music track created entirely from sounds recorded on the move in the new flagship 340PS sports car.
The track captures the many high notes hit by the sonorous new engine, which although at the forefront of technology in the best traditions of Vorsprung durch Technik, has a rich, deep tonal repertoire across its rev range that is reminiscent of the World Rally Championship-winning quattros of the Eighties. Entitled "Die Funf Zylinder" or "The Five Cylinder", it was conceived by agency Bartle Bogle Hegarty, Audi UK's advertising partner since 1982, and its composition was the work of musician Neil Barnes, one half of electronic music legends Leftfield, and Nic Rapaccioli, a DJ also involved with the band.
By recording the car performing a multitude of manoeuvres, engineers were able to capture sounds that mirror effects and instruments found in electronic music. The sound of the Audi TT RS engine running at different speeds created the melodic tunes of the track. As a result, the song brings to life the sound of the engine in a dynamic and punchy composition.
The Audi TT RS campaign also features a press advert, art directed to look like an album cover. The execution, currently running in motoring magazines, directs readers to the Audi UK web site and to a mobile site to download the track.
Peter Duffy, Audi UK Head of Marketing said, "Audi is all about innovation through advanced technology. The opportunity to create content that is Vorsprung durch Technik in itself is something we're very excited about."Published 21 August 2009