Audi unveils first Christmas campaign with snowy R8 spot

Audi has rolled out its first Christmas-themed ad campaign, promoting the capabilities of its vehicles in wintry conditions.

The campaign, called "Snow", promotes its Audi Sport performance road car range by showing its R8 V10 model speeding across a snow-covered field. It ends with the line, "The Audi R8 with snow mode. Yes, it really does have snow mode."

The ad, by Bartle Bogle Hegarty London, was shot on a frozen lake in northern Scandinavia, and the soundtrack is provided by a reinterpretation of seasonal favourite Sleigh Ride, recorded by Faultline featuring Robyn Sherwell.

Alongside the 30-second TV ad, an extended version will run on cinema screens. The campaign will also run on JCDecaux’s digital OOH motion screens in London.

The ad was directed by Mark Jenkinson and produced by automotive content specialists Carnage. The BBH creative team behind the ad also included Ian Heartfield and Vinny Olimpio. Media planning and buying was by Omnicom Media Group’s PHD.

Benjamin Braun, Audi UK’s marketing director, said the campaign would cut through the "loud seasonal clutter" and emphasise the "refined charm" of the Volkswagen-owned marque.

"When a beautiful, thoroughbred sports car comes with snow mode you have a lovely story to tell. We had to do something in snow. So we took the new Audi R8 all the way to Scandinavia for a thrilling test drive," Braun said.

"‘Snow’ demonstrates the poise, power and control of our top-of-the-range R8. It is exquisitely show, and accompanied by a beautiful soundtrack, which has now become synonymous with Audi campaigns."

"Snow" represents the third in a series of R8 campaigns, following "Spin" and "Rolling Road".

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