New Volkswagen campaign lets you car noises like you did back when you have been a kid. They use machine learning to make this happen.
Volkswagen launched the Unleash Your Rrrr campaign that allows you to drive a virtual Golf R using the sound of voice. The web app utilizes deep learning, an artificial intelligence subset of machine learning, developed by advertising agency Deutsch LA, to analyze each user’s unique impression of the Golf R engine’s roar. The smart system then generates a customized video of the 292-hp turbocharged Golf R model roaring through a race track, drifting, braking, among other cool stunts that correspond with the user’s voice recording.
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“The idea behind the Golf R ‘Unleash Your Rrrr’ was simple – imagination. As children, we've all played with toy cars, and the power of our imaginations allowed us to turn rugs into expressways and wooden floors into slick racetracks. Our voice would act as the engine. Fast forward to today where we now have the power of technology to enhance our imagination, and to visualize the power of our voice.” said Vinay Shahani, Vice President of Marketing for Volkswagen of America.
The deep learning technology classifies each user’s vocal pitch and chooses a matching clip from a pool of hundreds of Volkswagen car videos. For example, if a user makes an acceleration sound, you might see the Golf R storming down a straightaway, or if a user made a screeching sound, the Golf R might be drifting through a tight turn.
The stunts in the videos are performed by professional racecar and stunt driver Tanner Foust, who is a member of the Volkswagen Andretti Rallycross Team during the 2014 and 2015 Global Rallycross Championship (GRC) seasons and was a stunt driver for various movies.
Foust’s Unleash Your Rrrr video below.
Volkswagen also got legendary actor, beatboxer and comedian Michael Winslow to do a rrr video. Watch below.
To Unleash their Rrrr and create their personalized Golf R videos you can visit the rrr site.
With 292 horsepower and 280 pound-feet of torque from its turbocharged and direct-injection EA888 TSI engine, the Golf R has 36 hp and 37 lb-ft more than the previous version. The new R model is considerably more fuel-efficient than its predecessor with an EPA estimated highway fuel economy rating of 30 mpg with the six-speed DSG transmission, up from 27 mpg for the previous, manual-transmission model.
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The available six-speed DSG dual-clutch automatic transmission offers a launch control feature, enabling the car to complete the 0 to 60 mph sprint in just 4.9 seconds. The top track speed is 155 mph.