Audi promotes A7 Sportback as the premium saloon for the modern executive in 'Presence redefined' campaign
Audi has positioned its A7 Sportback as the premium saloon for the modern executive in a new advertising campaign by BBH London.
Breaking at the weekend (Sunday 5 October), ‘Presence redefined’ features a 60 second film in which a gramophone extolls outmoded ideas of ‘presence’ before being quietly and nonchalantly tipped to the floor by the raised rear spoiler of the Audi A7 Sportback.
Kristian Dean, national communications manager for Audi UK, explained that the campaign “mocks the outdated alpha-male business codes and emphasises a more modern philosophy which keeps Audi ahead of the pack”.
In addition to the TV activity online advertising targeting high-worth executives across a range of digital media will also run. A partnership between Audi and the Economist magazine exploring the theme of ‘Presence redefined’ features as part of the campaign as well with ‘Presence redefined’ content to be hosted on an online hub owned by the Economist.
A video interview with Doug Richards, former Dragon’s Den investor and founder of School for Startups will launch the site, with content to be added from October to November. A poll of high-level executives around the world on the site will get their thoughts on what it is to be a modern business leader and how that has changed in the past few years.
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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...
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