Brand Affinity Audi
August Horch was a German engineer, automobile pioneer, and founder of the manufacturing giant that would eventually become Audi.
The surname ‘Horch’ in German means ‘listen’, and ‘audi’, the Latin translation, became the automotive marque’s brand name.
The four companies that banded together to create the new Audi automobile manufacturing conglomerate, a wholly owned subsidiary of the Volkswagen Group, are represented by the four rings of the car badge icon and corporate logo.
Audi’s Advertising Agencies internationally have produced many attention getting commercials that consistently top the list of the advertising sector’s automotive ranking, as some of the world’s best.
1. Audi E-Tron Sportback, Let It Go
Advertising Agency: 72andSunny, Amsterdam, The Netherlands
Directed by lauded filmmaker François Rousselet, ‘Let It Go’ stars English actress, and climate change activist, Maisie Williams, as part of Audi’s integrated campaign drive to spearhead a new era of sustainable mobility.
Recorded at the famed Abbey Road Studios in London, the soundtrack features Maisie singing her own interpretation of the hit song “Let It Go” composed by songwriters Kristen Anderson, and Robert Lopez, for Disney Studio’s Oscar-winning feature film “Frozen”.
The lyrics of the song underpin the message of the commercial, that transformation always starts with letting go of something old, to create something new.
2. Audi E-Tron GT, Cashew
Advertising Agency: Venables Bell & Partners, San Francisco, USA
Filmmaker Ringan Ledwidge directed this nostalgic scenario, with a rather amusing and unexpected ending, for Audi’s fully electric E-Tron GT sedan, featuring American singer/songwriter Norman Greenbaum’s song, ‘Spirit in The Sky’ as the soundtrack.
Aired during the live TV broadcast of the 2019 Super Bowl Football Championships, ‘Cashew’ garnered wide viewer acclaim, and was rated online, to be the event’s best TV commercial offering.
3. Audi A6, Because You Don’t Always Drive
Advertising Agency: TBWA, Stockholm, Sweden
Directed by Swedish filmmaker Anders Hallberg, the commercial highlights the A6’s safety features while calling to mind the saying; ‘There by the grace of God go I’, as the scenario depicts a driver’s encounters with potentially life threatening road incidents, involving people she realises, could easily have been her when she’s not behind the wheel.
The excellently produced commercial is an insightful portrayal of mindful consciousness, and powerfully compelling.
4. Audi, The Comeback
Advertising Agency: Razorfish, Berlin, Germany
A Tyrannosaurus Rex is the surprising focus of this touching, metaphoric narrative for Audi Piloted Driving.
The creatively inspired scenario of ‘The Comeback’ online commercial, directed by filmmaker Stephan Wever, features a T-Rex’s finding of joy after the depressingly long humiliation he had to endure because of his short arms.
The imaginative creation of a congenial talking-dinosaur, rapidly went viral and became a huge global hit.
5. Audi Quattro, Rainmaker
Advertising Agency: thjnk, Hamburg, Germany
This cinematic ‘Rainmaker’ scenario focuses on how climate change has effected weather patterns across the world. While some countries experience severe drought conditions, others have catastrophic floods and major landslides.
Skilfully directed by filmmaker Salomon Lightelm, with a filmic blend of human endurance scenes and weather tracking technology, the depiction of Audi Quattro confidently coping with whatever weather conditions drivers are confronted with, is a relevant and reassuring brand proposition delivered with a visually compelling commercial.
6. Audi Technology, Escape
Advertising Agency: BBH, London, UK
Directed by Matthijs Van Heijningen and filmed in Bangkok, Thailand, ‘Escape’ is a spectacular martial-arts, Kung Fu film parody.
Highlighting the luxury interior technologies of Audi’s A6, A7, and A8 marques, the action packed scenario features a very amusing depiction of the ‘rough world outside’ and the ‘smooth world inside’ an Audi.
7. Audi A8, Spider-Man Driving Test
Advertising Agency: Muhtayzik Hoffer, San Francisco, USA
Directed by renowned comedy filmmaker Jody Hill, to entertainingly highlight the Audi A8’s impressive selling features, Marvel Entertainment and Audi, teamed up for a pre-launch film-teaser of the ‘Spider-Man Homecoming’ cinema release.
Featuring actor Tom Holland, who plays the role of Peter Parker the Spider-Man, the commercial is a sterling production and very engaging.
8. Audi, Clown Proof
Advertising Agency: Bartle Bogle Hegarty (BBH), London, UK
Ringan Ledwidge, with his storytelling expertise, skilfully directed this insightful, and visually metaphoric story, based on the sombre human truth, that one’s automotive safety is so often compromised by the ‘clownish ‘behaviour of other drivers.
The ‘Clown Proof’ scenario of Audi safety feature benefits, is accompanied by a fitting soundtrack of Stephen Sondheim’s “Send In The Clowns” by Faultline music producers, and Irish musician, singer, and composer, Lisa Hannigan.
9. Audi RS7, Duel
Advertising Agency: Venables Bell & Partners, San Francisco, USA.
Directed by filmmaker Ringan Ledwidge, Audi’s ‘Duel’ parody of the chaos caused by opposing politically party protagonists, was produced to coincide with the 2016 telecast American presidential debates.
Audi’s perfect timing of airing their commercial during the hugely topical debates, that dominated TV news channels and social media platforms, was loved by viewers for its amusing reverse order dramatisation, that seemed to be not that far off from the real-life political dramas that were unfolding.
10. Audi S7, Vampire Party
Advertising Agency: Venables Bell & Partners, San Francisco, USA
Directed by filmmaker Matthijs Van Heijningen, and featuring a resonant soundtrack of “Killing Moon” by Echo and The Bunnymen, ’Vampire Party’ is a fun dramatisation of Audi’s LED Headlight Technology, and its consumer benefit of ‘daylight-bright’ illumination at night.
11. Audi Service, Mechanics
Advertising Agency: Thjnk, Hamburg, Germany
Superbly directed by filmmaker Sebastian Strasser, this cinematic commercial features sinister looking mechanics keenly observing a passing Audi.
In a frenzied rush to make money servicing a prestige Audi, all hell breaks loose when the mechanics start chasing after the driver. The ensuing mayhem builds up to a dramatic climax that makes for rewarding viewing.