Audi makes some branded content and sponsors the Newport Folk Festival starring Bethany Cosentino from Best Coast, Courtney Barnett, Jim James from My Morning Jacket, Colin Meloy, from The Decemberists, who thankfully, finally got a haircut, and John McCauley from Deer Tick. Holly Laessig of Lucius is narrating. They also trot out the guys who were there to witness Bob Dylan going electric and causing heads to explode. Namely, George Wein (Newport Folk Festival and NOLA Jazz Fest founder) and famed sound engineer Bill Hanley (Woodstock 1969; Newport Folk/Jazz Festivals (1957 – 1975). There's also like 3 seconds of product demonstration from Audi at the very end.
The story of Bob Dylan going electric is so ingrained in our culture that The Onion parodied it in its article Rock Fans Outraged As Bob Dylan Goes Electronica. While it's interesting to hear Courtney Barnett share how she likes an electric guitar over an acoustic, and I know Audi is trying to hit their all important demographic of hip youth who have 40 grand (roughly) to drop on a car, I think I would have liked to have heard more from the older guys in this content.
As for the Audi A3 e-tron plug-in, it hits US shores this fall.
Executive Producer: Joseph Assad
Director: Phil Pinto
Narration: Holly Laessig
Production Company: One Thousand Percent
Producer: Tyler Byrne, Kristopher Rey-Talley & Rebecca Assing
Director of Photography: Sam Wootton
2nd Unit Director: Antonio Santos
Associate Producer: Victoria Lada
Editorial: One Thousand Percent
Editor: David Yoonha Park & Ryan Dickie
Post Producer: Kristopher Rey-Talley
VFX Company: Motion Atelier
Nuke Artist: Paulo Dias
Titles/Graphics: Wax Magazine
Animation: Konrad & Paul
Sound Designer: Colin Alexander
Mixer: Greg Tobler