Watch The Audi R8 Give Birth To The… RS 3

Bet you didn’t think the most disturbing thing you’d see today would be an Audi commercial. Audi perhaps got a little too creative with this latest video promoting the new RS 3 Sportback. It actually shows a first-generation R8 giving birth to the hot hatchback. No, we don’t know why either.

In the video, an R8 is rolled onto a mechanical gurney, its rear bumper is removed by robots that only add to the creepiness of the proceedings, and then the supercar pushes an RS 3 out the back, V-10 engine wailing.

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“Every now and then a film comes along that needs to be viewed on the best possible screen, with the best possible sound,” Audi says, “This is one of them.” We’re not so sure.

We’re not just curious about what Audi and its ad people were thinking. What we’d really like to see is the reaction of the people who actually worked on the video when they were first told that is what the bosses wanted them to spend their time and talents on.

Awkward birthing metaphors aside, the RS 3 promises to be quite a car. Available only in Sportback hatch form at present, it features Audi’s familiar turbocharged 2.5-liter in-line five, with 362 horsepower and 343 pound-feet of torque channeled through a seven-speed dual-clutch transmission and sent, of course, to all four wheels.

That’s more than the nearest competition from BMW and Mercedes-Benz, and it allows the RS 3 to rocket itself from 0-60 mph in 4.3 seconds. Top speed is limited to 155 mph, although owners can have the limiter raised to 174 mph.

Deliveries of the RS 3 Sportback start in Europe this summer, but the U.S. won’t get this version. Instead, we’ll reportedly get an RS 3 sedan based on the A3 clubsport quattro concept.