Audi of America announced that ESPN will debut the NFL Films documentary “Truth in 24” on Friday, March 20, 2009. The broadcast marks the first public distribution of the award-winning film. It will air during primetime from 8-10pm on the day before the 12 Hours of Sebring race in Florida.

Truth in 24 dramatically captures the bid by Audi’s racing program to extend its nearly decade-long dominance of the 24 Hours of Le Mans endurance race – one of the world’s most fabled and grueling motorsport events.
Although Audi had won seven of the previous eight Le Mans races, its chances were far from certain in the 2008 race due to impressive new cars from its competitors.
In part because of the uncertain outcome, the documentary reflects a novel marketing strategy by Audi. The German automaker launched the project to build US awareness of its motorsport efforts, its technologies – especially the TDI clean-diesel engines that have powered Audi’s R10 Le Mans cars – and its overall brand. But Audi also insisted on letting the directors of the film develop the dramatic story line impartially in the finest tradition of NFL Films.

“There was an element of uncertainty with this film from the outset,” said Scott Keogh, Audi of America’s chief marketing officer. “But we wanted to honestly depict the drama, the triumphs and the setbacks of Le Mans racing, and the spirit of motorsport that is woven into Audi’s DNA. To accomplish that, it was essential to allow the outstanding storytellers at NFL Films do their jobs without interference and with unprecedented behind-the-scenes access before, during and after the races they filmed.”


NFL Films co-produced Truth in 24 with Intersport, the Chicago-based producer of sports and entertainment programming. The film is 96 minutes long, has not been rated and is narrated by British actor Jason Statham. It debuted at the Chicago Film Festival and appeared at Hollywood’s AFI Fest. Truth in 24 won the top documentary prize at the Fort Lauderdale International Film Festival in late 2008.


“We are excited to reach a distribution deal with ESPN, America’s leading sports cable network,” Keogh said. “Finding a time-slot on the eve of the Sebring race greatly enhances this film’s relevance to the US audience.”


Audi also plans to offer Truth in 24 in limited theatrical appearances nationwide over the next few months. Details on that portion of the distribution package are as yet unannounced.