When the Bartle Bogle Hegarty creatives started researching ideas for Audi's latest visual extravaganza, they stumbled across a fascinating story from the Audi car designer team.
Apparently, the designers were so inspired by Jimi Hendrix's music which was playing during a brain-storming session, that it had a direct influence on the shape of the designs for the new car model. "The idea that Jimi Hendrix influenced the design of the Audi TT was instantly appealing, it's another interesting, largely unknown nugget on the car," says Russell Ramsey, creative director, BBH.
It's a beautifully executed ad that takes the viewer through a journey inside a car designer's thoughts as he listens to the track, 'Third Stone from the Sun' from the album, 'Are you Experienced'.
" As the track unwinds, psychedelic forms emerge from the designer's head that morph into the features of the new car. The ad ends with the line: 'The Audi TT. Designed under the influence of Jimi Hendrix.' Commenting on the ad, Steve Henry, creative director, HHCL & Partners, said: "Do I want a car designed by someone who was "under the influence of Jimi Hendrix" - out of their head? Well, if it's as beautiful an ad as this, quite possibly. You could criticize this by saying it's BBH doing another Levi's - but that's basically bollocks. It's a stunning piece of work. And if it doesn't flog cars like shit off a shovel, I'm a Dutchman's monkey."
On the tape, we feature interviews with the talented team involved.
Agency: Bartle Bogle Hegarty
Creative Director: Russell Ramsey
Agency Producer: Alice Mahal
Art Director: Adam & Saunby
Copywriter: Adam & Saunby
Production Company: Spectre
Director: Daniel Kleinman
Producer: Johnnie Frankel
Director of Photography: Ivan Bird
Post-production: Smoke and Mirrors
Editor: Steve Gandolfi, Cut & Run
Flame Artist: Sean Broughton
Music: Jimi Hendrix, 'Third Stone From The Sun'