Audi latest campaign pushes 'style and substance' message

Audi is using its latest UK ad campaign, featuring its first "heroine" in 20 years, to push the message that the brand offers drivers both "style" and "substance".

The Volkswagen-owned car marque is promoting its SQ5 TDI model with a TV and cinema ad, by BBH, showing the "graceful demise" of a central female character.

The woman is shown walking through the rain in stylish clothes and with fashionable accessories. However, as she walks her stiletto heel breaks, then the strap of her bag snaps, and finally her skirt tears at the seam.

As she kneels on the ground, a voiceover states, "Style or substance? We believe you can have both." The ad ends with the line, "Engineered beautiful".

The ad, the first to launch since the arrival of new UK head of marketing Nick Ratcliffe, rolls out from tomorrow. The campaign will also include print, radio and digital activity.

Kristian Dean, Audi UK national communications manager, said: "Style is important to us all, but we believe a beautiful design is one that works incredibly well too – it’s not 'form over function'. The new SQ5, along with the rest of the Q range, blends stylish good looks with the premium manufacturing one expects from Audi."

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