Feature: The Making of Audi

When they were searching for a theme for the new Audi TT ad, it helped to discover that the cars designers' were big fans of Psychedelic rock.

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'


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