Bartle Bogle Hegarty London, United Kingdom Full Service

  •  

Basic Info

Core Competencies: Full Service

Founded in: 1982

Parent Company: BBH New York (New York, United States)

Employees: 1000

Awards: 726

Creative Work: 224

Clients: 30


Contact

60 Kingly Street Soho
London W1B 5DS
United Kingdom
Phone: (+44) 020 7734 1677

Nigel Bogle

Nigel Bogle

Founding Partner

Phone: (+44) 020 7453 4005

Jim Carroll

Jim Carroll

Chairman

Phone: (+44) 020 7453 4873

Ben Fennell

Ben Fennell

CEO London

Phone: (+44) 02077341677

Nick Gill

Nick Gill

Executive Creative Director

Sir John Hegarty

Founding Partner Creative

Phone: (+44) 020 7453 4246

Carly Herman

Carly Herman

New Business Director

Phone: (+44) 020 7453 4521

When we set up BBH in 1982 we did so with some fundamental beliefs that have guided our company to this day. Most importantly, that outstanding strategic thinking linked to brilliant creative...

read more

Bartle Bogle Hegarty

60 Kingly Street Soho
London W1B 5DS
United Kingdom
Phone: (+44) 020 7734 1677

Nigel Bogle

Nigel Bogle

Founding Partner

Phone: (+44) 020 7453 4005

Jim Carroll

Jim Carroll

Chairman

Phone: (+44) 020 7453 4873

Ben Fennell

Ben Fennell

CEO London

Phone: (+44) 02077341677

Nick Gill

Nick Gill

Executive Creative Director

Sir John Hegarty

Founding Partner Creative

Phone: (+44) 020 7453 4246

Carly Herman

Carly Herman

New Business Director

Phone: (+44) 020 7453 4521

Audi Heritage Inspires New A5 TV Ad

March 30, 2012

Origins of Audi design celebrated in new commercial

Audi UK is to promote the latest iteration of the beautifully streamlined Audi A5 with an intriguing advertising campaign harking back to the company’s early days as a pioneer of aerodynamic design. The ad was produced by BBH and directed by Oscar winner Joachim Back.

The charming new film - The Swan - tells the story of how the cutting-edge Audi concept vehicles of the 1920s have progressed into the stunning and aerodynamically efficient cars of today.

A witty take on the classic children‘s tale - The Ugly Duckling - and featuring the original Danny Kaye song of the same name, the new ad shows an early teardrop-shaped Audi driving through a period Bavarian town.

Designed by the pioneering Audi engineer Paul Jaray, the prototype car was ahead of its time and its idiosyncratic styling was too futuristic for onlookers. Its plight is reflected in the film as we witness the lonesome ‘Jaray Audi’ scaring the horses, drawing disapproving looks from the townspeople and receiving angry honks from other drivers.
Audi, however, understood the potential of the concept’s aerodynamic technology and engineering, and Jaray’s influence has been evident in all models from the brand ever since. This is emphasised in the film when the historic car draws up at a lake and sees its reflection in the shape of today’s stunning new A5.

Dominic Chambers, Head of Marketing for Audi UK, comments: “The film illustrates perfectly Audi’s pioneering heritage and its historical commitment to Vorsprung durch Technik, which literally means advancement through technology.”

Kevin Stark, Creative Director at BBH, adds: “We wanted to show how Audi has always been at the forefront of aerodynamic design and has a history of building head-turning cars which continues to this day. We think this film tells that story.”

The campaign will break on the evening of Sunday 1 April during the break of ITV’s Titantic. The 30 and 60 second TV ads will be supported by print, digital and out-of-home executions.

Media planning and buying for the campaign have been managed by Mediacom.

Director Joachim Back won an Academy Award for his short film The New Tenants in 2010. Back has also picked up top industry honours including Cannes Lions, CLIOs and ANDY and ADDY Awards.

Joachim Back sums up the ad by saying: "Straight away I loved the script, it was a challenge to make a classic children's tale about two cars but we succeeded."