Audi has today announced a new social media initiative in the form of a filmic road trip through the Australian countryside.
Titled The Drive, the film follows one of the brand’s 2020 A6 sedans driven through the New South Wales central tablelands for the entirety of its four-hour runtime.
The Drive is crafted as a next-best-thing to actually getting out on the open road at a time when the COVID-19 pandemic is forcing Australians to practise self-isolation and social distancing.
Precautions taken to stop transmission of the virus have seen police crack down on 'unnecessary' driving, which has ruled out the simple joy of a road trip through the countryside for Australians for the foreseeable future.
Scored by composer John Hassell and dubbed with a ‘slow TV’ genre – a term reserved for slow-pace, long-run-time content that has also proven popular with footage of vehicles travelling large distances – the film attempts to immerse viewers in the “zen nature of the genre” and “encourage a moment of calm”.
“’The Drive’ is a digital concept that allows customers to experience the pleasure of the open road from the confines of their home, and to hopefully offer Australians some tranquillity and mental wellbeing during these uncertain and unsettling times,” Audi's chief customer and marketing officer Nikki Waburton said.
“During this difficult time for many of us, Audi wanted to create an innovative way of bringing the iconic Australian road-trip to people in their homes.”