Audi S4

Nothing like an economic recession to bring out the multi-layered brief from clients.

 

It’s “not just design”, “not just comfort”, “not just high performance”, “not just technology”, “nor just safety”. It’s all of these in 30 seconds.

 

In tough times, those who are lucky enough “to have” welcome ads that help reassure their premium priced acquisitions are considered, responsible choices and not superfluous consumption. Together with the features of the car, an important objective, as we waited for better times to return.

 

By continuing to communicate throughout the recession, Audi maintained it’s loyal customers and safe-guarded the brand for people to come back to once the economic situation had improved.

 

This simple TVC was awarded a Gold Lion at the Cannes Festival.

 

BEHIND THE SCENES: We brought out a special effects engineer from Holland to create various mechanical eggs to be rolled on top of the car. In the end none of them worked. So we tried a normal egg. We did 50 takes and, as often happens, the first take was best. The chicks were growing by the hour so we needed to work fast to  make sure that we could get the chick back into the shell before it grew too big. An animal handler was present on set to make sure that no chicks were harmed during filming.


sectors: | 2009