S**t happens: the coincidence of the new Audi ad and the remarkably similar short

15 May

I’d like to show you an amazing coincidence. A coincidence so astounding that you could stick a beard on it and tour it round the country in a freak show. In fact, forget the beard; it’s freaky enough on its own.

Take a look at the new TV ad for the Audi SQ5, above. Then take a look at the minute-long 2011 art short No 26 To Hackney, by fashion photographer turned film-maker Ben Charles Edwards (below).

 

See what I mean? Freaky! To the untrained eye, it gives kind of a déjà vu.

A glamorous woman walks down a dimly lit street: in slow motion, to nonchalant music at odds with the drama about to unfold, her heel breaks; her handbag falls; she falls with it; there’s a close-up on her handbag as its contents spill to the unforgiving pavement; the woman is left sprawled on the cold hard ground.

There is a key difference between the two: the ending. At the close of the ad, a gleaming Audi drives off leaving the hapless pedestrian stranded, whereas at the end of the short film it’s the more prosaic No 26 bus to Hackney.

Oh, and in the short, the woman’s face ends up pressed into a pile of dog shit. That’s not in the TV ad.

I know that film-making coincidences happen. My own premise for a sci-fi movie turned up years later as Looper (see here). Animal Charm, which I co-wrote with Ben, featured terrorist babes in balaclavas, just like Spring Breakers (see here). But this seems a bigger one. The first Ben heard of it was when his mother texted him to say “Congrats on the Audi ad!” Knowing his short film, she had assumed the ad she’d just watched on television was his doing.

So I wondered if there might be some connection between the two, if Ben’s film inspired the ad in some way. I phoned the ad agency Bartle Bogle Hegarty, who told me to phone Audi’s PR agency, who told me they would look into it and have an answer later that day. By evening they still couldn’t quite give me a definite answer: “So sorry I haven’t got back to you today. Just checking out the story but at this stage I think it is just a coincidence but I am just waiting confirmation.”

The next day, ie yesterday, I got my response, from Richard Stainer, Client Services Director of BBH. And it is categorical: “BBH was not aware of the short film of Ben Charles Edwards. While there are points of comparison in content (like the broken heel and the dropped bag), the Audi SQ5 story is original material. As an agency, we pride ourselves on creative originality and we take any claims suggesting otherwise very seriously.”

So there it is. An amazing coincidence.

I’m glad it turns out to be a coincidence, though. Not just because amazing coincidences are fun to gawp at, like a wedding ring lost at sea that shows up years later on someone’s dinner plate, inside a fish. But because it would be rather embarrassing all round if it weren’t. No top British ad agency would want to use emerging film-makers as a cheap source of inspiration. And no manufacturer of superlative cars would want customers to be viewing their ad, while all the while thinking of dogshit.

Come back for my daily reports from the Cannes Film festival, starting tomorrow!

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4 Responses to “S**t happens: the coincidence of the new Audi ad and the remarkably similar short”

  1. Linda Keene May 16, 2013 at 1:17 pm #

    Bad show – the person – usually a guy – has a brand new Audi but drives off leaving a helpless woman lying on the ground in the rain. Not the best ending. Tells it’s own story!!

  2. Horus June 6, 2013 at 7:54 pm #

    Good to hear that a multimillion pound company would be so honest, amazing how these coincidences happen to make them money though, huh!

  3. sf1378 June 25, 2013 at 2:04 pm #

    Very funny, albeit disgusting…Ben certainly got the ‘consistency’ right with the star of his film…the dog (?) turd…lol. The songs very nice too.

Trackbacks/Pingbacks

  1. Interview: Ben Charles Edwards | Spindle Magazine - August 15, 2013

    […] has been an article written about the coincidence between the new audi ad and your short film. What are your thoughts […]

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