Audi UK is launching its new A6 Avant model with a £3 million TV campaign.
Developed by BBH, the animated film is directed by Oscar-nominated Daniel Barber, featuring a metal framed "Audi hummingbird" as a metaphor for the car manufacturer's lightweight new model.
The hummingbird mischievously glides through its world to the strains of Johann Strauss’s Open Road, Open Sky sung by legendary American baritone and automobile lover John Charles Thomas.
It is the first major campaign to be spearheaded by Audi UK’s new head of marketing, Dominic Chambers, who joined the company in July this year. Chambers comments,“The ad challenges the normal conventions of automotive marketing and engages consumers with a charming animation that highlights Audi innovation. The hummingbird brilliantly captures the ultra-lightweight A6 Avant’s grace, beauty and quiet power. The animation is entertaining and enchanting, and effortlessly gets over the key message that the lighter you are, the more agile you become.”
The ad’s director, Daniel Barber, is at the forefront of television commercials and was nominated for an Oscar at the 2008 Academy Awards for his short film The Tonto Woman. In 2010, he finished his first feature film – Harry Brown, starring Michael Caine.
The multi-million pound campaign will consist of 30 and 60 second advertisements. It officially breaks with the 60-second version on October 1 at 8.30am on ITV1 - just before the England vs Scotland game in the 2011 IRC Rugby World Cup. This will be supported by press, print and radio.