BBH promotes Audi A4 engine with fish theme

Bartle Bogle Hegarty has turned to animated fish to promote the latest version of the Audi A4.

The car company, a client of BBH for more than 20 years, is launching a campaign to make customers aware of the new product benefits of its Audi A4 FSI. The marque features a petrol engine that performs with the economy of a diesel, thanks to a new direct fuel-injection system for its two-litre engine.

The 40-second ad implies that other car models drink like fish and illustrates this by showing the Audi A4 sharing the roads of London with 30 car-sized animated fish, struggling for breath.

The spot's message is best exemplified during a segment in which the A4 drives swiftly past a petrol station with a long queue of fish forming outside it.

"Fish" will be shown on British screens from 17 February and will be supported by radio commercials and a print campaign in national publications and the motoring press. The theme will be reinforced by ads on petrol pumps throughout the country.

The ad sees BBH reunited once more with the director Frank Budgen, who directed its Levi's "twist" execution. It was written by Alex Grieve and art directed by Adrian Rossi. Media planning and buying is through MediaCom.

Framestore CFC created the 3D photo-realistic fish.

Gary Savage, the head of marketing at Audi UK, said: "Audi has developed its FSI technology from its Le Mans-winning racing cars to achieve more power as well as better fuel economy. The intriguing animation used in the ad is certain to achieve stand-out and grab attention."

"Fish" marks the start of what promises to be a busier year of advertising for Audi than last year. The car giant has already earmarked plans for two more commercials over the coming months.

The ad is the latest from Audi to feature heavy post-production, after last year's Jimi Hendrix spot and the "bull" execution.