Audi has enlisted Leonard Nimoy and Zachary Quinto to star in The Challenge, their nearly three-minute-long ad for the new Audi S7. The ad is a fresh twist on the classic tortoise versus the hare fable. Quinto and his brand new S7 play the sleek, modern, well-equipped, and tech-savvy hare, while Nimoy and his old grocery-getter (a gleaming, $70,000 Mercedes CLS 550—okay, so it’s not exactly a beater) stand in for the tortoise. While Quinto and the S7 glide stylishly and uninterruptedly toward their destination (a country club where Spock 1 and Spock 2 plan to play a round of golf after the losing Spock buys lunch), Nimoy, in the Mercedes, gets off to a rough start (apparently the CLS 550′s trunk wasn’t designed to accommodate a bag of golf clubs). Finally, with clubs belted into the front passenger seat, Nimoy is on his way—slow and steady… and tunelessly singing his own Ballad of Bilbo Baggins (hey, we can’t all be William Shatner).
Several Star Trek in-jokes later (including references to black holes and a re-enactment of Spock’s Wrath of Khan death scene), Nimoy arrives at the club where Quinto has (obviously) been waiting for some time, thinking he’d won the race. What the young, hubristic Quinto had failed to take into account is the elder Spock’s years of practice in mastering the Vulcan nerve pinch. It comes in really handy when you’re looking to score a free lunch.
Check out the video below: