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Small Car. Big on Audi

May 20, 2011


AUDI AND BBH LAUNCH GLOBAL ADVERTISING CAMPAIGN FOR THE AUDI A1
NEW AUDI A1 COMMERCIAL: “SMALL CAR. BIG ON AUDI”

BBH London and AUDI AG are launching a new global television and print advertising campaign for the Audi A1. The campaign launches in Germany on 20th May, and will roll-out across other European markets including France and Italy in the coming weeks. A1 is BBH’s third campaign for AUDI AG in the past 2 years having already completed campaigns on for the Audi A7 Sportback and the new Audi A6.

Lothar Korn, Head of Marketing Communications, AUDI AG, comments: “We compressed Vorsprung durch Technick to create the new A1” And: “The A1 is the smallest car in our product range and the first real premium offer in the small car segment.” Michael Finke, Head of international Advertising at AUDI AG continues: “It’s a compact, city-friendly three-door premium hatchback and delivers all the quality, design and engineering you get in every other bigger Audi.”

The new commercial communicates the benefits of the A1 by showing off the ‘big car’ details and technology within the small car segment. We see a rock star playing his electric guitar using the mammoth Bose speaker, oversized air vents holding a parachuting woman in the air, and a group of people viewing its high tech Google Earth navigation system as a cinema screen. The end line reads: “Small car. Big on Audi.”.

The film was shot by Sam Brown; the multi award-winning director who is as famous for his music videos as his commercials, having worked with artists such as Jay-Z, Adele and the Foo-Fighters. He is also the man behind 2010’s acclaimed Audi ‘Beauty and the Beasts’ commercial, again by BBH.

The new A1 campaign also includes six print executions that are based on the same idea as the TV commercial.

BBH London has been the advertising agency of record for Audi UK since 1982.

Charlie Rudd, Managing Director, BBH London, said: “We're delighted with the new A1 campaign and proud to have our work for Audi now also running across Europe.”.

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