Audi runs an A4 through a supermarket to showcase its all-wheel drive technology

Audi has launched a new campaign for its all-wheel drive technology which will be available across the brand’s entire range.

Launching on 16 July the campaign showcases Audi’s Quattro technology and aims to tackle the misconception that the all-wheel grip is only for extreme conditions.

To achieve this the automotive brand partnered with BBH to create a new playful 60 second ad showing an Audi A4 navigating aisles in a supermarket as it deals with an array of tricky everyday surfaces such as marble, ice, parquet, gravel and spilt milk.

In relaying the message behind the campaign as the Audi goes through the checkouts the till displays the campaign’s message: “All-wheel grip for everyday trips."

Sarah Cox, national communications manager for Audi UK, said the campaign wanted to show that “while cutting-edge Audi technologies are designed to work in extreme conditions, they are equally beneficial in everyday life too”.

Cox added: “It's a brilliant demonstration of how our ‘Vorsprung durch Technik’ philosophy informs every Audi model and benefits every Audi driver.”

The ad also features a cover of the BBC 1970s sitcom, ‘Are You Being Served?, which was famously set in a fictional flagship department store.

Ian Heartfield, creative director at BBH London, said: “Audi quattro is as useful on a shopping trip as it is in an avalanche. So rather than the cliché of a car racing across a frozen lake or down a muddy track, we thought we would demonstrate grip in a more entertaining way by driving the car inside the most 'everyday' location possible - a department store."

The film features dozens of well-known household brands, such as Eames, Fisher Price and Hornby, in order to give the store a sense of authenticity.

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