Audi Canada shortens descriptions of popular movies to less than 140 characters (as a Twitter entry) in the Efficient Films campaign to promote its new 2010 Audi A3 TDI model. The idea is revolving around efficiency of the new vehicle, which needs less fuel (6.7 L/100 km city roads and 4.6 L/100 km highway) than other cars.

The campaign was developed at the Lowe Roche agency, Toronto. “The Audi A3 TDI is incredibly efficient, but it’s also really exciting to drive. Our campaign duplicates that approach to efficiency by allowing people to have fun while practising being efficient,” commented Geoffrey Roche, Chief Creative Officer, Lowe Roche.

On the website www.efficientfilms.ca, which looks like a Twitter feed, the auto brand alongside visitors, posts short descriptions of famous films. The list includes Groundhog Day (Bill Murray wakes up. Bill Murray wakes up. Bill Murray wakes up. Bill Murray wakes up), The Wizard of Oz (Dorothy learns why girls love shoes), Avatar (Avatar Humans try to obtain Unobtainium. Unsurprisingly, they don’t get any), The Chronicles of Narnia (A group of young kids struggle to out of the closet), The Lion King (Murder. Exhale. Revenge. Hakuna Matata!), Brokeback Mountain (Cowboys ride each other rather than horses) and many more.