Bartle Bogle Hegarty has created a gritty film linking the launch
of the Audi A6 to the repatriation of Hong Kong to position the
executive car as an object of consumer desire.
The ad, directed by Vaughan Arnell through Godman, opens with Hong Kong
police boarding a fishing boat off the South China coast to search for
smuggled western goods.
A reportage-style voiceover talks of the impact of consumerism on a
communist society as we see the police return empty-handed to their
Then the camera cuts from the boat and moves underwater to reveal a huge
rubber bag being trawled behind. The shot dissolves to a remote
waterside warehouse where the rubber skin is removed to reveal the Audi
A6. The voiceover explains that some consumers are one step ahead and
the camera cuts to a shot of the car being driven along a Chinese
The A6, which will compete with the BMW 5-series and Mercedes-Benz
E-class, is expected to boost further Audi’s share in the prestige car
The car maker has increased sales by more than a third in the three
years since the A-series was launched.
The 60-second ’China’ commercial was written by Andrew Smart and art
directed by Roger Beckett at BBH. It breaks nationally on 31 May with
media planning and buying through BBJ Media Services.