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December 13, 2010

German car company showcases new premium coupe on Sunday prime time

An all new and groundbreaking Audi A7 Sportback commercial is to break during the final of The X Factor on Sunday 12 December. The multi-million campaign, created by BBH, will air during the most watched TV event of the year.

The campaign, Imagination Meets Engineering, emphasises the unique nature of the A7 Sportback  a car which has been engineered just as the designers initially imagined it.

The 60 sec ad, which uses a Rorschach animation technique to show the A7 Sportback taking shape as design thoughts are conceived, is soundtracked by the Basement Jaxx track Dracula, which the band have remixed exclusively for the film. The track is available for download from iTunes before the film goes on air.

The film will be followed by an integrated advertising campaign in January, including digital, print, radio, direct marketing and in-dealer materials.

Peter Duffy, Audi UK head of marketing, explains: This campaign continues our direction of creative diversity and we are thrilled with the visual impact of the film. The A7 designer was given a blank sheet of paper to create this car and we wanted to recreate his imagination in the design process.

Kevin Stark, Creative Director at BBH, adds: The new A7 is a rare thing in car making. It went from concept to finished car without changing. We wanted to create a vivid and visually interesting film that showed the car being created in the designers mind. As his thoughts come together we see some of the unique technological and engineering features that make up the car. The car completes to reveal the campaign thought 'Imagination meets Engineering'.

The new Audi A7 Sportback discreetly integrates saloon car versatility and hatchback practicality into an elegant premium coupe silhouette. By reinterpreting the concept for the larger executive class, the A7 Sportback will project the Vorsprung durch Technik brand into yet another new segment when it joins the UK range as its 35th model in January 2011.

UK deliveries of the new A7 will start from 8 January 2011. On the road prices start from £43,755.

Media planners for the campaign were Mediacom