A TV ad targeting drivers who need a practical vehicle, but are also tempted by something with more power, breaks today (Wednesday). The execution features a Black Widow spider surrounded by what appear to be insects in its web, but turn out to be the remains of old sports cars. The spider moves toward the camera while morphing into the RS4. The execution finishes with Audi's long-running 'Vorsprung durch technik' strapline, which is woven out of the spider's web. The TV ads, which will run until April, will be backed by press, poster and online activity.
Creative agency: Bartle Bogle Hegarty
Media agency: MediaCom.