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An Audi R8 "gives birth" to a new RS 3 Sportback on a production line in a visceral new ad for the car brand. Bartle Bogle Hegarty created the spot, which is likely to divide opinion – with some admiring the technical brilliance of the film and others finding it an uncomfortable watch. It was made entirely using CGI and is radically different to recent Audi ads that were made by US and mainland Europe agencies. The work was created by Dominic Goldman and Ian and directed by Andrew Proctor through The Mill. Rupert Sanders, the director of Snow White & The Huntsman, was a joint executive producer.