• Mar 16, 2011
2012 Audi A6 commercial – Click above to watch video after the jump

Audi has just released a new commercial to underscore the company's commitment to lighter materials in the 2012 A6. In its never-ending quest for better fuel economy and performance, the automaker has embraced aluminum as the material of choice for much of the sedan's unibody structure. The metal has allowed Audi to increase the interior room of its products without suffering a weight or rigidity penalty. Of course, attempting to explain that in a way that doesn't sound like a more boring interpretation of high school chemistry class is a bit of a challenge.

That's where the miracle of CGI comes in.

The ad turns slabs of aluminum into an easily malleable material able to be stretched and formed into any shape, allowing the audience to draw easy parallels between the sculpting on screen and the work of the automaker's engineers. Sure, an A6 is impressive, but we'd like to see this guy work up a giraffe.

Hit the jump
to see the full video for yourself.



Photos copyright ©2011 Rex Roy / AOL

[Source: Audi via YouTube]



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    • 1 Second Ago
  • 53 Comments
      • 3 Years Ago
      "The metal has allowed Audi to increase the interior room of its products without suffering a weight or rigidity penalty."

      So how is this supposed to communicate that the new A6 is just as rigid as the old steel one?
      • 3 Years Ago
      bring on the dents!
      • 3 Years Ago
      Is it me - or did they find a guy that sounds just like the Apple Design VP: Jonathan Ive.... the ad clearly has undertones of apple.

      http://www.apple.com/macbookpro/ (Unibody video).
      • 3 Years Ago
      What the heck is ... ALUMENIAN"....?
      • 3 Years Ago
      Honda civic headlights

      I have read any others blog, but it has been given great information. Thank You sharing for this post.
      • 3 Years Ago
      So now your car can easily be bent when you touch it?
      • 3 Years Ago
      How 'bout a commercial that underscores your "new found" commitment to attain at least average reliability.

      "Truth in Engineering", yeah....riiiggghhhtt.
        • 3 Years Ago
        Had a B6 in the family for years. Not a single trouble.
        • 3 Years Ago
        Truth in engineering --> Aluminum will always fatigue
        • 3 Years Ago
        @96ti
        So will plastic and every other form of metal
      • 3 Years Ago
      Quick, add the crash test results!
      • 3 Years Ago
      Hybrid? Jaguar has been building all alloy XJ bodies for some 10years now.
        • 3 Years Ago
        But do they make cool commercials like this on it?

        o_O
        • 3 Years Ago
        Audi was the first company building all aluminium mass production cars since 1994 ...

        since 1994 all A8,
        1999-2005 A2
        since 2006 R8


        Jaguars XJ started in 2003 with aluminium chassies almost 10 years behind ...

        The new A6 has a aluminium steel mix construction in the way Audi does is something completely new.. they were able to produce single parts made of different materials with different strenght and thickness in one part to get the maximum from both materials..the strenght of steel with the lightness of aluminium..


      • 3 Years Ago
      Nice advert.
      They have done what they set out to do. It is lighter than the equivalent BMW 5 series.
      Reviews in Europe are favorable so far, its an improvement over the old model in every way but handling still isn't for the driving enthusiast.

      I just hope the guys over at Quattro GmbH pull off another RS4 miracle to make it a great car when the S and RS versions eventually arrive.
      • 3 Years Ago
      Audi was the first company building all aluminium mass production cars since 1994 ...

      But Honda made the NSX in 1990. (and yes a proper PRODUCTION car).

      I remember the troubles they talked about in using aluminium so extensively. Europeans thinking they are leaders....yet again.
      • 3 Years Ago
      All cars should be made of aluminum. If not aluminum, carbon fiber.
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