Modern Marketing

Audi likens vehicle performance to synchronised swimming in balletic campaign

By John Glenday | Reporter

March 18, 2019 | 3 min read

Audi has swapped asphalt for water in its latest TV campaign, which sees a fleet of vehicles get their wheels wet in a swimming pool to demonstrate their performance capabilities.

Devised by BBH London the ambitious creative saw a dedicated pool custom built for the shoot which sees the Audi A1 and Audi A7 traverse the pool in a ballet of timing, skill and control.

Audi

Audi likens vehicle performance to synchronised swimming in new campaign

Intended to communicate the fact that size isn’t everything when it comes to choosing a new car the advert shows that smaller compact models can be more manoeuvrable than their brasher counterparts should you ever find yourself in a tight spot.

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Anna Russell, Audi’s national brand and retail marketing, said: “This is a fantastic opportunity to celebrate the incredible precision and performance of not just the Audi A1 but all our smaller cars. We love the fact that size isn’t a compromise when it comes to Audi.”

Ian Heartfield, chief creative officer of BBH London, added: “There is no greater example of two entities matching each other’s moves perfectly than a pair of synchronised swimmers. Swapping two people for an A7 and an A1 seemed like a compelling way to make the point that Audi DNA runs through the whole model range.”

The campaign follows hot on the wheels of Audi's first ad marking its sponsorship of Tottenham Hotspur and will be extended to VOD and cinema later in the year.

Audi: Synchronised Swimming by BBH London

By Audi

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