Audi has launched its new Audi SQ5 TDI with a new ad campaign from BBH featuring its first female protagonist for 20 years.
The advert shows the heroine walking proudly through an ethereal world only to be let down by her stylish belongings, first her stiletto heel breaks, then the strap of her bag snaps, and finally her skirt rips at the seam. Falling to the floor she sees the new SQ5, alluding to the Audi principle that form is nothing without function.
Set to debut on TV and in cinemas today (Friday 10 May) the ad will run until mid-June as part of a heavyweight campaign aimed at Audi’s target market with emphasis on programmes and films enjoyed by couples as research has shown that Audi Q models are often a joint purchasing decision. The TV campaign consists of high profile 60” and more frequent 30” executions with cinema goers seeing the 60” advert immediately before trailers for showings of The Great Gatsby, Star Trek, The Company You Keep, and The Big Wedding.
“Style is important to us all but we believe a beautiful design is one that works incredibly well too – it’s not ‘form over function’. The new SQ5, along with the rest of the Q range, blends stylish good looks with the premium manufacturing one expects from Audi. As the heroine in our striking new campaign realises, the Audi SQ5 offers style and substance. It truly is 'Engineered beautiful',” commented national communications manager for Audi UK, Kristian Dean.
The TV and cinema campaign will be supported by press ads, and an Audi Q Event running across Audi Centres between 10 and 20 May. There will also be a range of complementary digital creatives for desktop, mobile and tablet as well as outdoor product placement in targeted sites in London, Birmingham, Manchester, Leeds and Glasgow. Radio ads will run to promote the Q Event.