NEWS: Audi A3 film pokes fun at rivals in car market

Bartle Bogle Hegarty has created what it calls an antidote to traditional car advertising with its launch commercial for the Audi A3, which goes on air this week to coincide with the Motor Show.

Bartle Bogle Hegarty has created what it calls an antidote to

traditional car advertising with its launch commercial for the Audi A3,

which goes on air this week to coincide with the Motor Show.



The pounds 5 million ad campaign, based around a TV commercial entitled

‘gauntlet’, marks the German-owned manufacturer’s first foray into the

small-car sector.



The ad, shot in black and white in Iceland, shows the A3 driving towards

a gauntlet of hoary advertising cliches - ranging from falling rocks to

raging fires and a menacing metal giant. As the driver approaches the

giant, his final obstacle, a wry expressionpasses over his face and he

turns back.



The ad includes the Audi line, ‘Vorsprung durch Technik’, and ends: ‘The

new Audi A3. Big enough if you are. Luxury not extravagance.’



The ad was written by Roger Beckett, art directed by Andy Smart and

directed by Danny Kleinman through Limelight.



Neil Burrows, the head of marketing for Audi in Britain, said: ‘We’re

saying ‘here’s a new car from Audi, it’s exciting to drive and because

it’s an Audi you’ve got nothing to prove’.’



He continued: ‘We see our strategy of poking fun at other car ads as

more bold than risky. There are guys out there who can afford to spend a

lot more than us.’



Media for the launch campaign is handled by BBJ Media Services.



The campaign will include small-space press ads, posters and a one-off

poster site on the A3 road into London. The launch of the A3 is part of

an effort to reposition Audi, which is owned by Volkswagen, as a

standalone brand.



Topics