Ad of the Day: Audi uses magical realism to promote wind energy-fuelled model
Wind power usually isn’t associated with automobiles, but a new campaign from Audi showcases the wind as a viable hybrid source for its new g-tron model as seen through the imagination of a child passenger.
Audi worked with Berlin-based agency, AvL/SE, and production company Czar on an 80-second short film told from a child’s perspective. In the spot, we see a boy in the back seat of his father’s car. He observes the pure power of the wind and how it affects everything around him through some smart but not obtrusive special effects.
The magical realism shows full-grown trees magically transform into floating dandelions, leaves migrating from tree to tree like birds, kite flyers being lifted into the air and a playful cloud hovering around the car as it drives through the countryside and by windmills. The touching film ends with the boy noting that, because his car is powered by wind-energy, it’s the wind that is driving their car as his companion cloud floats by.
With its new model, Audi expands its work in sustainable fuels. The fuel that powers the g-tron is produced by Audi itself from wind energy. The new car uses 80% fewer CO2 emissions than other models.
Tasked with showcasing Audi’s pioneering technology in a way that awakens curiosity and emotion, AvL/SE created this thought-provoking campaign.
André Aimaq, chief creative officer and co-founder of AvL/SE, commented: “Most of us think of petrol and pollution when we think about gas, but Audi e-gas is the opposite. To raise awareness about the possibilities of this natural energy, we took an emotional approach rather than going into the complex technology. As an adult, we take the natural force of the wind for granted but when we see it through the eyes of a child, it becomes fascinating and stimulating. With this new campaign, we hope to give Audi’s slogan a new relevance for the future.”
‘Wind’ launches today, 11 December, on TV, online, social media channels, and print.