BITE Insight

Christmas may be merry and bright and, more frequently, snow free. But over the course of the festive period there are moments that only ever cause undue stress and annoyance. And those moments have been captured in Venables Bell & Partners’ Christmas ad for Audi of America, Parking Lot.

The ad depicts two dads battling it out in their Audi Sport vehicles for the one remaining car parking space. They embark on a dramatic car chase through the multi-storey, navigating familiar obstacles such as the space you know you can (probably) squeeze into, the person who isn’t really leaving and those individuals who struggle to locate their parked cars altogether.

Parking Lot focuses on some of the moments that cause the most pain during the ill-fated Christmas present shop. The soundtrack features Carol of the Bells, also used in adam&eveDDB’s slot for Waitrose this year, which only serves to heighten the drama and franticness of the two dads.

The ad culminates in the men, now Audi-free, crashing their shopping trolleys into one another as they eye up the last precious toy giraffe on the shelf.