The new Audi S6 & S7 models are being announced with a growl and a squeal by agency Romance, which has created a global campaign that rejuvenates the iconic 'Dr Jekyll & Mr Hyde' classic story and highlights the performance that lies behind the design of the cars.
The films, shot by director Alex Courtès (Grammy Award & UK MVA winner), open in a foggy atmosphere when we hear a powerful, deep voice reading the exulting moment in the original book when Dr Jekyll turns into Mr Hyde.
As the scenes become more intense, the viewer sees the S-badges, revealing the appearance of Mr Hyde and unleashing the cars into the London night with a smoke of a tire.
The ad launches globally on the Audi channels.
Client: Audi AG
Brand Management: Giovanni Perosino, Kristin Harder, Ekaterina Berberikh
Executive Creative Director: Alexandre Hervé
AD: William Verdel, Sébastien Mertens
Copywriters: Philippe Pinel & Frédérick Lung
Business Director: Sébastien de Milleville
Account Manager: Sarah Holgado
Tv Prod: Corinne Persch, Laurie Delahayes
Production Company: Insurrection
Director: Alex Courtès
Sound Production: THE