framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Audi “Progressions” 2005

Audi “Progressions” (2005) is an Audi commercial directed by Lance Acord for McKinney & Silver, produced by Park Pictures. It won 3 awards, including AICP 2005 Honoree Musical Arrangement, AICP Show 2005 Honoree Licensed Soundtrack or Arrangement and LIA 2004 Winner — TV/Cinema / Special Adaptation of Music.

This ad showcases the evolution of human innovation and progress through various historical and technological advancements, culminating in the modern Audi car.

Video: Endless Noise on Vimeo

Shot by shot

  1. A black and white shot shows a large, glowing propeller-like object spinning rapidly in a dark, industrial setting.© Audi0:00
  2. A rocket engine ignites, emitting smoke and fire, viewed from directly above within the launch tube.© Audi0:03
  3. A full shot of the planet Mars, with its distinctive red and orange hues, slowly rotates against a black, starry background.© Audi0:05
  4. A vintage film countdown leader shows the number "3" in black against a distressed, blue-tinted background with a white circle appearing.© Audi0:13
  5. A large group of people, dressed in dark clothing, hold hands and dance in a circle on a paved outdoor area, viewed from above.© Audi0:16
  6. A four-panel split screen shows different light sources: a campfire, a candle, an Audi headlight, and a lightbulb, all representing progression.© Audi0:22
  7. A close-up shot shows a person's hand holding a stethoscope to another person's bare arm, in a black and white, high-contrast setting.© Audi0:30
  8. A futuristic, transparent artificial heart sits on a glowing white disc, surrounded by surgical tools on a dark surface.© Audi0:32
  9. A four-panel split screen shows a bright sun over mountains, a sundial, a black panel, and a clock tower.© Audi0:35
  10. A close-up shot of a hand interacting with a car's navigation system, displaying a map of Washington D.C. with a circular route highlighted.© Audi0:39
  11. A split screen shows four different music playing devices: a vinyl record, a cassette tape, an iPod, and a CD player, all in motion.© Audi0:48
  12. A person in old-fashioned clothing rides a penny-farthing bicycle on a dirt path next to a wooden building, filmed in sepia tone.© Audi0:51

Stills © Audi. Made by McKinney & Silver, Park Pictures and Lance Acord.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Showcasing human progress through history to highlight Audi's innovative spirit.

Tagline: “Never Follow”

historical montagesplit screen comparisonevolution of technologyrhetorical questionsvisual metaphor for progresscircular motifs

The cut

Length
61 s
Shots
37
Average shot
1.6 s
Format
mixed

What creatives use Audi “Progressions” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Audi “Progressions”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A black and white shot shows a large, glowing propeller-like object spinning rapidly in a dark, industrial setting.© AudiA rocket engine ignites, emitting smoke and fire, viewed from directly above within the launch tube.© AudiA full shot of the planet Mars, with its distinctive red and orange hues, slowly rotates against a black, starry background.© AudiA vintage film countdown leader shows the number "3" in black against a distressed, blue-tinted background with a white circle appearing.© Audi
    Frames from Audi “Progressions”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Audi “Progressions” in order, with its length, framing and what happens in it.

    A black and white shot shows a large, glowing propeller-like object spinning rapidly in a dark, industrial setting.© AudiA rocket engine ignites, emitting smoke and fire, viewed from directly above within the launch tube.© AudiA full shot of the planet Mars, with its distinctive red and orange hues, slowly rotates against a black, starry background.© AudiA vintage film countdown leader shows the number "3" in black against a distressed, blue-tinted background with a white circle appearing.© AudiA large group of people, dressed in dark clothing, hold hands and dance in a circle on a paved outdoor area, viewed from above.© AudiA four-panel split screen shows different light sources: a campfire, a candle, an Audi headlight, and a lightbulb, all representing progression.© Audi
    Length: 61 s · Shots: 37 · Average shot: 1.6 s · Format: mixed

  3. 03Ad ideas: every spot built on a historical montage

    Before you present an idea, you need to know who has done it, and how.

    Audi “Progressions” is built on a historical montage. Search the library by idea to see every spot that uses it.

    Volkswagen “Super Bowl 58”© VolkswagenFrito Lay “Taste of Soccer”© Frito LayNascar “Always Forward”© NascarBudweiser “Placar”© Budweiser
    Volkswagen · Frito Lay · Nascar · Budweiser

More commercials by Lance Acord

  • Doritos "The Cool Ranch feat. Lil Nas X and Sam Elliott" (2020) commercial still© DoritosDoritos “The Cool Ranch feat. Lil Nas X and Sam Elliott” 2020Dir. Lance Acord · Goodby Silverstein & PartnersANDY Awards Gold 2020
  • Nike "Dream Crazy" (2019) commercial still© NikeNike “Dream Crazy” 2019Dir. Lance Acord · Park PicturesANDY Awards Gold 2019
  • Apple "Misunderstood" (2013) commercial still© AppleApple “Misunderstood” 2013Dir. Lance Acord · TBWA\Media Arts LabEmmy (Outstanding Commercial) 2014
  • Xfinity "Frankenstein" (2026) commercial still© XfinityXfinity “Frankenstein” 2026Dir. Lance Acord · Goodby Silverstein & PartnersThe One Show Bronze 2026
  • Amazon "Cowboy" (2022) commercial still© AmazonAmazon “Cowboy” 2022Dir. Lance Acord · Droga5Creative Circle Bronze 2022
  • VW "Rain" (2018) commercial still© VWVW “Rain” 2018Dir. Lance Acord · DeutschCiclope Bronze 2018

Award-winning auto commercials

Questions

Who directed the Audi “Progressions” commercial?

Lance Acord directed it, produced by Park Pictures, for the agency McKinney & Silver.

Which agency made Audi “Progressions”?

McKinney & Silver created it for Audi (2005).

What awards did Audi “Progressions” win?

3 awards, including AICP 2005 Honoree Musical Arrangement, AICP Show 2005 Honoree Licensed Soundtrack or Arrangement and LIA 2004 Winner — TV/Cinema / Special Adaptation of Music.

What is the tagline of Audi “Progressions”?

“Never Follow”

Sources for the credits and awards

aicpawards.comweb.archive.org