September 29, 2011
Ultra-light A6 Avant takes flight with Audi Hummingbird
On Saturday 1st October BBH and Audi UK will launch a £3 million campaign to promote the stylish new A6 Avant. The A6 Avant is built using Audi ultra-lightweight technology, which is reflected in the new, fresh approach to the campaign.
The animated film, ‘Hummingbird’, has been directed by Oscar-nominated Daniel Barber with post production and animation by Tom Bussell at the Mill. The film features a beautiful, agile hummingbird like no other. Flying nimbly through a surreal landscape populated with trees, flowers and fauna made from petrol pumps, road signs and traffic cones, the metal-framed bird boasts design elements that echo the A6 Avant – right down to its breast, which replicates the distinctive Audi grille. The Audi hummingbird is a perfect metaphor for the A6 Avant’s new ultra-lightweight construction, which offers drivers a more agile and efficient performance.
The hummingbird mischievously glides through its world to the strains of Johann Strauss’s ‘Open Road, Open Sky’, sung by legendary American baritone and automobile lover John Charles Thomas.
The ad’s director, Daniel Barber, was nominated for an Oscar at the 2008 Academy Awards for his short film The Tonto Woman. He finished his first feature film – Harry Brown, starring Michael Caine – in 2010.
The campaign will break on Saturday morning during ITV1’s coverage of the Rugby World Cup. The 30 and 60 second TV ads will be supported by press, print and radio campaigns, as well as a presence on the Daily Telegraph’s iPad app.
Media planning and buying for the campaign has been handled by Mediacom. All post production and animation was by The Mill, while sound design was by The Factory.
This is the first major campaign to be spearheaded by Audi UK’s new head of marketing, Dominic Chambers, who joined the company in July this year. Chambers comments: “The ad is a departure from all previous campaigns. The hummingbird brilliantly captures the ultra-lightweight A6 Avant’s grace, beauty and quiet power. The animation is entertaining and enchanting, and effortlessly gets over the key message that the lighter you are, the more agile you become.”
Kevin Stark, Creative Director at BBH comments: “The new A6 Avant is a unique aluminium and steel, lightweight construction. We wanted to show that the car was light, fuel efficient but manoeuvrable and fun to drive. The bird needed to look as if it had been designed by Audi engineers, so we added details like it's eyes echoing the distinctive LED's of an Audi.
We worked with Daniel Barber and Tom Bussell at the Mill to create the creature and design a fantastical road trip for it to negotiate. The music choice of a Strauss operetta adds a more human and off-beat approach for the premium car brand.”