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."