This week sees the launch of the much anticipated new Audi R8. To announce the latest model, BBH has created a global campaign, which highlights the desirable performance of the hero of the Audi Sport range, its improved power and breathtaking design. The campaign includes a hero 60” spot, cutdowns and a suite of edits for use on Instagram stories, YouTube and Facebook.
The campaign, shot by acclaimed director Sam Brown, features a range of characters in different vehicles causing havoc as they compete to get a good view of the new Audi R8. Despite the surrounding chaos, the Audi R8 can be seen driving safely and calmly as it navigates unphased through city streets, before driving off into the distance. The ad plays on the idea that the car is not only a pleasure to drive, but is also a pleasure to follow.
The film’s soundtrack is a cover of the classic song ‘Close to You’ by The Carpenters. The track was arranged by award winning music producer David Kosten and features the singer-songwriter Reneé Dominique, a 20 year old artist who recently shot to fame with 50 million views on YouTube.
Dr Felicitas Nogly, Head of Content Production, said: “We are very proud of this piece of work. It has the perfect blend of humour, charm, and beautiful cinematography. We believe it will raise smiles across the world, and get people super excited about the new Audi R8, our flagship car for Audi Sport.”
Thibault Michal and David Lasar, Associate Creative Director at BBH London said:
“As always with Audi, we had to find a simple universal truth: nobody likes being overtaken on the road. Unless it’s by the beautiful new R8. Which is a pleasure to follow. It was a great team effort. Working closely with the genius that is Sam Brown, we hope that we’ve created a memorable piece of work for Audi.”
Sam Brown, Director, said: “This was always going to be a fun project from the page; and that was enforced through collaboration, the casting process and the energy of the shoot itself.”
The ad launches globally this week, on the Audi Sport Global Channels.