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.
