Hasta La Creative!

BBH London has a new campaign for Audi, taking aim at upper-level executives with a minimalist approach.

The spot opens on a gramophone on a desk playing a stuffy record entitled “Presence: How to Obtain It.” A speaker on the record describes antiquated notions of what leads to presence: “an unyielding handshake never fails,” “Don’t ask, tell,” etc. Then the Audi A7 Sportback backs up and lifts its sportback, tipping over the gramophone, leading into the tagline “Presence. Redefined.”

The simple, straightforward approach is a welcome change of pace from the typical, lavish luxury car advertising, often involving celebrity endorsements (see Jaguar), letting the vehicle speak for itself. It is supported online by a digital partnership with The Economist, which includes an online hub hosting branded content. Should the ad prove effective, it could mean a more scaled-back approach for the brand (at least with this particular vehicle) in the future. (more…)

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