Lovely new Audi ad
What I really like about this ad is its elegant density: it manages to cram so many product messages into such delicate images that you just have to take your hat off to it then lick the screen for a bit.
It says: Audi have made cars for ages; Audi made innovative cars that were (are) ahead of their time; Audi persisted with their innovations despite ridicule; Audi drivers are just that little bit different, in a good way; and Audi make really bloody tasty cars now.
All in a very beautiful piece of film.
Incidentally, my 6-year-old son saw an Audi estate this morning and thought it was the most amazing car he’d ever clapped eyes on. He’s seen Ferraris and Lamborghinis, so I’ve no idea what hallucinogens I’d accidentally added to his Weetabix, but there’s a fan for the future.
(Interest declared: it was done by my friends Mat and Ian at BBH.)
Good old Matt & Ian.
The VO at the end was unnecessary. Other than that….meh.
Nice film Ben. Think (just my humble opinion) it would’ve been a lot more interesting to see the modern car driving around in olden times. Getting wow looks. And a smooth transition with the people changing from then to now. Line about ‘always been ahead of it’s time’. Same idea. Just a different execution.
Marcuswriterman, are you a client?
re: Marcuswriterman
No it wouldn’t.
marcuswriterman, put the pen down, no one needs to get harmed, step away from the scribing instrument
@Marcus
I think that just shows how subjective this industry can be.
For me, that feels like the client version of the ad. I like it precisely because it’s not ramming the new design down your throat from the get go.
Also, aren’t you changing the strategy a bit there? ‘We’ve come a long way’ is different to ‘ahead of its time’. The former is a braver route for a client to take. And the latter is not new ground for auto advertising.
Also Ben Kay have you ever met the other Ben Kay (the Y&R one).
yes.
and a slightly shitter execution at that.
sorry marcus.
it’s pretty damn good.
Recent Audi ads remind me of those old BMW ads that WCRS used to do. Sort of empty somehow. The old car looks crazy and sort of cool and then an A5 appears. Honk honk.
I agree with Michael.
The VO sort of ruins it. Doesn’t seem considered. I would of at least switched to instrumental.
I have indeed met the other Ben Kay.
He was/is very nice.
An awesome ad. Cuts through. Unconventional. Impossible not to watch… and delightful to watch. And I had never seen the old Audi, which is too cool for school. Beautiful production values. The song was cool and told the whole story. I can’t believe they sold it to the client (ballsy). V.O. at the end was possibly unnecessary, but I’m being picky. I predict awards.
Ben. Is that how we tell you apart then? Tee hee. Audi is lovely until the vo. I’m sure they’ll run it once without
Can we expect any other fairy tales being used out there?
Didn’t BBH do the three little pigs one as well?
I don’t want dickheads (#10) agreeing with me. Just kidding, I love having them around me. Always good for a laugh.
But it seems I’m not the only one (#10) who isn’t particularly moved by this ad. If I’d over analyze (like I always do), I’d say it’s lifeless. It’s nicely shot and the music is also fabulous, but it lacks any real emotion. It’s too perfect maybe? Fuck knows.
@ Paul: tee hee.
It made me want the old car more than the new one. But then again, I am rather old myself. Mind you, that means I’m in the group of people who could actually afford the car that’s being advertised.
Re: Blagh – Subjectivity is what makes this industry so interesting. Both strategies are are old ground. A dance as old as time itself my blagh de blagh friend.
Don’t get me wrong, I still think the ad looks pretty darn good. Reminds me of Gondry’s Levis 501 ‘condom’ ad which is I guess a sort of compliment. I just think the idea is ok: the old car driving around in the year it was made, getting shocking looks from by-standers. Hand up. That’s just my opinion. Only got a few thousand hits on Youtube. Might be a useful gauge.
Bit Stella Artois no?
Marcuswriterman do you work in a marketing department?