The background

AUDI IS IN THE FRONT LINE OF THE DEVELOPMENT OF CUTTING-EDGE DRIVER-ASSISTANCE SYSTEMS,
WHICH WILL RADICALLY CHANGE THE CURRENT CONCEPT OF MOBILITY.
BUT LIKE ALL THE BIGGEST INNOVATIONS, THESE TECHNOLOGIES HAVE TO WIN PEOPLE’S TRUST.
TO DEMONSTRATE THEIR RELIABILITY, WE NEEDED SOMEONE SPECIAL.

The execution

MIKE NEWMAN – BLIND DRIVER AND 8 GUINNESS WORLD RECORD HOLDER –
CHALLENGED A SIGHTED DRIVER ON A TRACK COVERED BY THICK BANKS OF FOG.
THEY WERE BOTH DRIVING AN AUDI S5 FITTED WITH INTELLIGENT ASSISTANCE.
THE ONLY WAY TO WIN WAS TO RELINQUISH CONTROL AND RELY COMPLETELY
ON THE DRIVER-ASSITANCE SYSTEMS, AND THAT’S HOW MIKE WON THE RACE.

Audi

Results

5.000.000

VIEWS

+400%

VISITS TO THE WEBSITE
IN ONE MONTH

30.000.000

IMPRESSIONS

Watch the race