Audi has revealed the first advert since it inked a four-year agreement to become Tottenham Hotspur’s official car partner last August.
The campaign, dubbed ‘Dare to be Different’, shows Spurs stars Dele Alli, Christian Eriksen, Davinson Sanchez and Lucas Moura hanging around a studio set waiting to shoot an advert.
After being ignored, an unlikely co-star then emerges from a dressing room. The players watch on as the real-life version of the club's cockerel logo walks around the new Audi Q8.
The campaign was created by creative agency We Are Social Sport and its production arm, We Are Social Studios.
Its group creative director Gareth Leeding said the agency wanted to deliver something that was different from the “tired and outdated” way that car brands tend to promote their sponsorship deals.
“Usually, sports sponsorship activations from car brands just involve pictures of players receiving cars, or kicking balls into the boot. It’s tired and outdated and in desperate need of some new thinking,” Leeding said.
“We wanted to rewrite the rules for Audi and Spurs, and put a new star in the spotlight in a twist on the car demo video.”
Emma Page, social media lead at Audi, said the campaign “breaks conventions”.
“Audi and Spurs have a shared passion – daring to be different from others – and we’re excited to show how we can stand out from the crowd,” she added.
Audi’s partnership with the football club will also see its four rings branding feature across digital signage, including the LED advertising system, big screens and the interior TV network, at Spurs' new stadium. It will run until 2022.