BBH pays attention to detail in Audi A4 push

Audi is kicking off an aggressive advertising campaign for its new A4 model launch next week with a pounds 6 million UK spend over two months and a pan-European campaign.

Audi is kicking off an aggressive advertising campaign for its new A4 model launch next week with a pounds 6 million UK spend over two months and a pan-European campaign.

The TV campaign, created by Bartle Bogle Hegarty and bought by MediaCom TMB, concentrates on the individual components of the A4, drawing attention to the detailed design involved in creating the car.

Against the background of an orchestral piece the viewer is shown the Audi A4's basic components, such as the indicators and foot pedals. As each new part is introduced a new instrument plays until by the end of the ad, when the car is completed, a full orchestra is playing in harmony.

The endline reads: 'The new Audi A4. Think about design.'

The ad, which breaks on national TV on 17 February and will also air in cinemas, was written and art directed by Nick Gill, with Tom Hudson as creative director. It was directed by Malcolm Venville through Therapy Films.

BBH's executive creative director, John O'Keeffe, said: 'This campaign exemplifies beautifully the Audi design ethos - every part is designed perfectly for its function, so that when all are brought together, they form the perfect car.'

Rawdon Glover, the head of marketing at Audi UK, added: 'Every piece of the campaign heralds and showcases the holistic design philosophy which was adopted when the car was conceived.'

A press campaign will support the TV spot and continue the theme of product benefits. In one execution an ice-hockey player is created from airbags and doors to show the car's safety features.

MediaCom has bought a press package in which a series of ads will run across the pages of weekend newspapers, culminating in the final, completed model.

Over the campaign period, an Audi A4 will gradually be assembled in London's Canary Wharf. The completed model will be displayed in a glass cabinet.



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