Editors Note: Our sister site for Audi enthusiasts, Fourtitude, has just posted a great behind the scenes article on the making of Audi's Truth in 24 documentary. The opening paragraph follows along with a link so you can go there and read the whole thing. We thank them for their work.
Rebuilding a marketing team from virtually the ground up, picking a new ad agency, and buying time not once, but twice during the much-hyped and high-priced Super Bowl, it’s very easy to see that Audi of America marketing boss Scott Keogh has been given a long, long rope lead with which to work in his role at Audi. Long enough to make major marketing waves for Audi or perhaps enough to hang himself before he can see the fruits of his labor. All these actions assume a high degree of trust in the charismatic New Yorker who now sits pen-in-hand atop Audi of America’s marketing checkbook. Nevertheless, we suspect that with the new documentary, Truth in 24, Keogh has perhaps embarked on his riskiest move yet in the quest to make Audi a mainstream brand and, at the same time, succeed in making one of the greatest racing films ever.