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Audi A8 advert Departures

Audi A8 lights COME TO LIFE in crazy magazine advert

Audi Departures Magazine advert

Audi has worked with the high-end Departures magazine for a unique, interactive piece of print advertising in the U.S. featuring an A8… with working lights.

Yes, that’s right. The page comes alive. How? With the magic of OLED lighting and a ‘key’, you can unlock the A8 on the page. The same lighting signature on the real Audi A8 springs to life on the page. We genuinely have never seen anything like it.

Departures is an exclusive magazine that goes out to American Express platinum card members, of which 25,000 have been specially selected to receive this ad.

Audi A8 advert Departures

Alongside the special insert, Audi has provided a replica key fob, sent via mail, that can be used to activate the lights of, or ‘unlock’, the A8 (the 2018 World Luxury Car of the Year) on the page. The balletic lighting sequence that new high-level Audis feature – the ‘greeting’, as Audi calls it – then unfolds on the page. It also does it as you open the booklet – you use the key for a repeat performance.

How does it work? With an ultra-thin microprocessor sandwiched between the card of the insert that controls the rear light-imitating OLEDs.

The real cleverness of this advert is the fact that not only is the print-and-digital-merging ad itself amazing, but that the real car features similar boundary-pushing technology.

Audi has arguably led the automotive lighting arena since the gradual roll out of LED and Matrix LED headlights. The latest technology in car lighting, organic LEDs, now feature in the A8’s delectable lighting architecture and help this advert come to life.

Very clever stuff. We’d be prompted to go take a test drive based on the ad, that’s for sure. How many Departures readers will be similarly won over?

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New 2018 Audi A8

2018 Audi A8: exclusive photos from the glitzy reveal

Audi A8The new 2018 Audi A8 has been revealed at the glamorous Audi Summit event in Barcelona.

The new rival for the BMW 7 Series and Mercedes-Benz S-Class is, unsurprisingly, loaded with tech, including a fully autonomous mode that uses Audi’s piloted driver system to control the car entirely at speeds of up to 37mph. This makes it the first car to reach ‘Level 3’ autonomy – ahead of the S-Class and even groundbreaking start-up Tesla.


More Audi A8 on Motoring Research:


Unfortunately, legislation is yet to catch up, so we won’t be able to use all the car’s autonomous features when it arrives in the UK. To counter this, the A8 also uses lower levels of automation to provide a smoother drive. When stopped in traffic, for example, the stop-start system uses sensors to detect when vehicles in front are beginning to move, then starts the engine ahead of setting off.

Smooth operatorAudi A8

Another clever feature is the A8’s electromechanically actuated suspension. This uses a front-mounted camera to monitor the road ahead 18 times a second. If it detects a bump coming up, it prepares the dampers to provide a smoother ride. Sensors can also detect an imminent side-impact crash and raise the A8’s body on one side by as much as 8mm in half a second – transferring the force of the crash to the car’s strongest areas (i.e. the floor and side sills).

Styling is typically Audi, influenced by the Prologue concept revealed at the 2014 LA Auto Show. Despite a coupe-esque roofline, designers say there’s an extra 20mm of headroom in the rear versus the outgoing model, while a higher beltline than previous Audis gives it a more purposeful look. Although its design is far from shocking, it’s quite a handsome car in the metal.

Light fantastic

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At the front, the A8 gets Audi’s clever laser lighting, while at the rear an LED light strip with OLED tech performs trick illuminations as the driver approaches the car.

The A8’s bodyshell is a hybrid construction using four different materials: steel, aluminium, magnesium and carbonfibre. This adds up to 282kg minus running gear – 51kg more than the outgoing model. As for the kerb weight… Audi will reveal that in due course.

As seen on screenAudi A8

The interior is suitably luxurious, and a marked improvement over its ageing predecessor. Audi has paid great attention to detail, while also keeping things simple. A 10.1-inch touchscreen dominates the dash, helping clear it of buttons and switches, while a secondary touchscreen provides controls for the air conditioning and other comfort functions.

Buyers will initially get a choice of two V6 turbocharged engines carried over from its predecessor in the form of a 286hp 3.0-litre diesel and a 340hp 3.0-litre petrol, while an eight-cylinder 4.0-litre turbodiesel producing 435hp will follow next year.

Plug-in plannedAudi A8

A 6.0-litre W12 will eventually top the range, while a plug-in hybrid powertrain combining a 3.0-litre petrol engine with an electric motor to produce 449hp will be launched in future, too. This will provide an electric-only range of 31 miles, while recharging can be carried out using wireless tech.

Prices are yet to be confirmed, but expect a small increase on the A8’s current £63,520 start-price when orders open later in 2017.

First 5 Minutes: Audi A8 L

photo-2I’m writing, as you can see, from the back of an Audi A8 L. Not just any A8, either. My A8.

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