Audi presents brand manifesto in global campaign

Audi: ad campaign highlights car maker's pioneering technology
Audi: ad campaign highlights car maker's pioneering technology

Audi has launched a global TV and cinema ad outlining its brand manifesto, based around its 'Vorsprung Durch Technik' strapline.

The ad, by German ad agency Kempertrautmann, uses a series of clips to showcase new technologies being developed by the Volkswagen-owned marque, including its 'e-tron' electric vehicle programme, its 'ultra' lightweight vehicle development, and its 'connect' in-car digital products.

A voiceover by actor Simon Callow says: "Our world amazes us, with new possibilities. It inspires us to progress, to create new kinds of technology – technology that can connect everything important to us, that can make things lighter, more efficient, yet more powerful. That can make breathtaking electrical vehicles.

"Visionary technology that enrich our lives. That's where we're going, with 'Vorsprung Durch Technik'."

The campaign will run until the end of June, with 60-second ads running on TV and a 90-second version screening in cinemas.

It follows the launch of a new UK campaign for the brand's A5 model, which harks back to the early days of the brand in the 1920s, depicting Audi as a "design pioneer".

Audi UK marketing director Dominic Chambers told Marketing earlier this year that he would look to make the marque’s classic strapline more prominent in future activity.

Chamber said: "'Vorsprung Durch Technik' is the best-known slogan in the automotive sector by quite some way, but even though it's featured in our communications over the past few years, I feel it's become a bit recessive. I'm going to ensure it features more heavily and is a core part of the creative brief."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral