Bartle Bogle Hegarty has developed a 1999 branding campaign for
Audi, scheduled to break on 1 January.
The black-and-white TV commercial, called ’airport’, continues the
individuality theme that has featured in previous advertising for the
The film centres around two businessmen in conversation as they walk to
their cars in a huge airport carpark.
The louder of the two men spouts his views on individuality, saying:
’Everything about you needs to say ’I’m different to the other guys’ -
the watch, the ties, the car.’ However, he is unable to find his car
among the fleet of near-identical models surrounding him. The man then
refuses a lift from his more low-key companion, who quietly drives away
in his Audi.
The ad ends with the famous ’Vorsprung durch technik’ strapline,
introduced in 1982.
The commercial was art directed by Tony McTear, written by Jeremy Carr
and Rob Jack, and directed by Mike Stephenson through Paul Weiland
It continues the idea - introduced in 1995 with an ad called ’number
one’ - that brash yuppies don’t buy Audis. A variation on the theme was
used this autumn with the ’golf’ spot, which parodied golf club
Richard Exon, the Audi account director at BBH, said: ’In terms of car
design and the drivers in that sector, Audi stands as a different choice
attitudinally. There is a marriage of values.’
The 40-second spot will run until May 1999 on national terrestrial and
Press work will also break in January. Media is through BBJ Media