I’m a big fan of BBH’s work for Audi – consistently engaging and always challenging the expected norms of car advertising to a greater or lesser extent. This latest spot is no exception. The opening shot of a thumb effortlessly moulding a seemingly solid piece of metal demonstrates a neat understanding how audiences respond to certain images regardless of the product. It instantly made the word ‘lush’ pop into my head which is one I seldom use, and still less frequently in relation to car adverts.
Ironically, despite the organic quality the film instills into its manufacture, the advertised A6 is one of the least attractive cars Audi have produced in some time. Well, you can’t have everything.