"'Desolation' marks a movement away from Audi’s focus on an older demographic and towards Generation X and millennials"
8.5 / 10
Picturesque panning shots across a desert landscape and set to the sounds of slow guitar chords, you might think you’re watching a modern-day Western.
In fact, this is the latest spot from auto manufacturer Audi and home rental company, Airbnb, entitled "Desolation".
These brands have joined forces as part of their Emmy Awards sponsorship, offering up the chance to stay at a remote location that can only be accessed via coordinates, as well as the chance of driving a 2017 Audi R8.
Rondolino Residence in Death Valley is the ideal location for both adventure and mystery and the experience calls out to an audience that enjoys going off the beaten track and booking unique, exclusive experiences.
"Desolation" marks a movement away from Audi’s focus on an older demographic and towards Generation X and millennials.
For example, the brand’s spot back in February for the 2016 R8 featured a retired astronaut who reignites his lust for life with a high speed drive, while "The forecast", focused on a grandad spending the holidays alone.
In contrast, "Desolation", created by creative agency, Venables Bell & Partners, features a young family and combines sophistication and a high production value, with light hearted humour, appealing to a broad target audience.
The video manages to sustain the brands' family values, which is further reinforced with Audi’s partnership with Airbnb – a brand that has built a reputation on diversity and a strong sense of community.