Audi UK recently launched a major multi-million advertising campaign, created by BBH in collaboration with production by B-Reel, for the new A6 range that ran during England's first match at Euro 2012. A striking film - which highlights the A6 bi-turbo diesel's amazing ability to make 2,000 automatic decisions per second to assist the driver - premiered on ITV1 and ITV1HD during the England versus France game last Monday, June 12, 2012.
The slot, which is one of the most prestigious of the year, is the first of a fully integrated multi-platform campaign which will run until September.
The picturesque 40-second advertisement was filmed in Iceland, where the rugged terrain and extreme climate allowed the A6 to perfectly showcase the benefits of its cutting-edge technologies.
The film captures rain sensors operating the wipers; headlights automatically switching on as it turns dark; lane assist technology guiding the vehicle within the boundaries of its lane; a thermal imaging night-vision system detecting pedestrians in the dark; and auto dimming in the rear-view mirror when another vehicle's headlights are detected. All the while, the A6's speedy "decision making" process is dramatized by a finger-clicking motif, a soundtrack which illustrates the thousands of split-second decisions the vehicle is constantly making to assist its driver. The film carries an equally sharp end line: Quick to react.
Dominic Chambers, head of marketing at Audi UK, says: "The new Audi A6 is a car to turn heads, so it is apt that a campaign to advertise it should be equally arresting, both visually and aurally. The film shows off the car's beauty and grace, illustrates its performance, and demonstrates its leading-edge technologies. It is the premium package you would expect from Audi. Yet again, we are demonstrating our commitment to ‘Vorsprung durch Ttechnik’."
The advertisement will be accompanied by a fully integrated campaign across the national press, digital display including mobile, direct mail, showroom collateral, social media and an iPad app. The campaign is designed to encourage extended test drives, from two hours to two days, arranged at a local Audi Centre.
Media planning and buying for the campaign have been managed by Mediacom.
Client: Audi UK – Kristian Dean and Sarah Chapman
BBH Creative Team: Gary Arnold, Neil Ritchie
BBH Creative Director: Nick Kidney, Kevin Stark
BBH Producer: Matthew Towell
BBH Team Manager: Melissa Moffit
BBH Team Director: Simon Coles
BBH Strategy Director: Neil Godber
Production Company: B-Reel
Director: Filip Tellander
Executive Producer: Philippa Allen
Producer: Ben Mann
DoP: Fredrik Bäckar
Post Production: The Mill
Editor/Editing House: Final Cut
Sound: Factory Studios