Where most car ads feature shiny vehicles and good looking drivers, Audi breaks the rules and stands out from the crowd with its latest campaign, featuring two Audi cars performing a synchronised swimming routine in an empty swimming pool.
The recipe for a car ad hasn’t really evolved. It usually features a shiny car, one or a couple of good looking drivers (mostly male, even in 2019) and the open road. The problem is that no amount of creative direction or post-production can solve the lack of originality.
In its latest ad, Audi chose to break the rules. Instead of the open road, Audi chose an empty swimming pool. Instead of performance driving, Audi chose a synchronised swimming routine. The result is surprising and helps Audi stand out from the crowd of (boring) car ads.
The campaign, by BBH London, was directed by Johnny Hardstaff and features the Audi A7 alongside the smaller A1 model, in the role of two synchronised swimmers, accompanied by vocals from Rina Mushonga.
It’s mesmerizing, and certainly different from what we usually expect from a car company.
Agency: BBH London
Creative Director: Psembi Kinstan
CCO: Ian Heartfield
Creatives: Freya Harrison, Gina Ramsden
Production company: Independent Films
Director: Johnny Hardstaff
Artist: Faultline featuring Rina Mushonga
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