BBH compares Audi's RS 6 with rodeo riders

Audi has combined three of the world's top rodeo riders with a computer-generated bull in a TV commercial for its new RS 6 quattro.

Bartle Bogle Hegarty has produced an execution for the German car giant, which looks to draw a parallel between the skills of rodeo riders and the RS 6's Dynamic Ride Control system, responsible for the car's stability.

The ad is set in a dilapidated rodeo ring and begins with a wild bull crashing through the gate, trying to throw its rider off. As the ad continues, the rider gradually tames the bull, eventually bringing it to a standstill before performing a delicate dressage move.

Although a series of real bulls, both wild and tame, were used for the filming of the ad, the dressage move was realised using the computer graphics of Framestore CFC.

Julian Douglas, an account director at BBH, said: "The RS 6 is Audi's sportiest car and it's got impressive performance credentials, but the aim of the ad is more to advertise the prowess of Audi's engineering than to do a sales job."

The 40-second ad will be supported by print work which will appear in the national press, weekend supplements and men's consumer magazines.

MediaCom handles media planning and buying for the brand.

Rawdon Glover, the head of marketing for Audi UK, said: "We wanted to find a way to demonstrate the benefits of the Dynamic Ride Control of the RS 6. Once we hit on the idea of using a rodeo riding analogy we decided that we'd find a way around any obstacle to see it through.

"The results showcase the functional benefits and sporty nature of the car in a completely innovative manner."

The ad was written by Al Welsh, art directed by Nick O'Bryan-Pear and directed by Nicolai Fusilig through Outsider.

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