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Audi Q5 ‘Unbox The Box’

Agency: BBH

Client: Audi Q5

This latest campaign from Audi is a quirky ad shows a character drawn on a cardboard box moulding the box into the new Audi Q5.

The TV ad, created by BBH, features the Woody Guthrie song ‘Car Song’ and ends with the strapline, ‘We’ve unboxed the box’.

The ad for the German car marque is a far cry from the ‘vorsprung duch technik’ campaigns of 2008 and aims to promote the Audi’s streamlined offering.

A plain white box in an empty gallery is opened up by an animated line drawing seen on its inside surfaces. The drawing works from the inside and the outside of the box to push and mould the surfaces until it gradually assumes the shape of a car, complete with wheels, seats and wing mirrors.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

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