Attenborough and Audi
17
How David Attenborough inspired one of the scariest ads of 2005
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Transcript of Attenborough and Audi
How David Attenborough inspired one of the scariest ads of 2005
“Discovery consists of seeing what everybody has seen and thinking what nobody has thought.”
Albert S zent-Gyorki
Planning = Curiosity
• new lights need fresh angles
• Feed yourself to feed the process
• Be lead by your own experience
Be courageous
• Have courage of your conviction
• Think outside the box
• Think ahead– New routes to market– New consumer demands– Brands are behaving in new ways
The Problem
Previous Audi work has been intentionally cold and aloof in tone.
Tracking suggests we need to create more heat and energy for the brand (while remaining true to the Brand) .
The RS 4 (a faster, more powerful car) can help us do this.
The Insight
The car is like a predatory animal
a leopard tensed for the hunt (a coiled spring of muscle)
or a owl poised for the swoop on an unsuspecting mouse
it shows no sympathy, no mercy.
Our audience need to feel this.
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TITLE
WH AT IS TH E BU SINESS PROBLEM OR OPPORTU N ITY?
WH AT ARE TH E OBJECTIVES FOR TH IS COM M U N ICATION?
WH O ARE WE TRYING TO ENGAGE? (and what com petes for their attention?)
WH AT IS TH E SINGLE TH ING WE WANT TO SAY?
SU PPORTING ID EAS FOR TH IS BRIEF
TH E PRAC TIC ALSJO B N O.GBD PD CD
TH E PROD U CT IS...RS 4
TH E BRAND IS...Vorsprung durch Technik
(sporty , progressive, prestigious)AU D I RS 4
To fuel the trem endous volum e growth of the brand in the U K . The plan is to sell around 80,000cars in 2005.
To help justify the price of an increasingly prem ium m odel range.
Support the A4 which is at risk of declining sales in the future.
To help build Aud i’s sporty credentials; its reputation for producing excellent perform ance vehicles and ; therefore, its brand im age.
To increase attraction to the A4, as the RS4 is a ‘souped up’ version of this m odel
Our task is to build Aud i’s brand im age with as broad an aud ience as possible. In that respect, we are com peting for people’s attention with football, m ovies and
m usic. The creative bulls eye for this ad, however, is a potential A4 drivers This over 35y yr olds m an is m ore settled in his life. H e needs a certain am ount of
practicality in his car but still loves the idea of driving a powerful m achine. H e loves the feeling of a car that enhances his own body with im pressive power and
speed even if he’s just dropped the kid s off at school.
Vorsprung durch Technik, with m enace.
TV (we m ust be m indful of BACC regulations – see attached). The ad m ust clearly be for the RS4.txt
Audi are launching the new RS 4 (Aud i’s fastest production car ever) in Septem ber. See attached for info.
Current VdT work has been intentionally cold and aloof in tone. This faster, m ore powerful car requires an ad that takes that tone and m akes it m ore aggressive. The car is like a predatory anim al; a leopard tensed for the hunt (a coiled spring
of m uscle) or a owl poised for the swoop on an unsuspecting m ouse – it shows no sym pathy, no m ercy.
The RS4 has enhanced VdT - the car is an A4 on steroids, it’s like the A4’s older brother, the class bully.
The A4 has evolved through natural selection to becom e the RS4. It’s VdT D NA has m utated in subtle but im portant ways.
S INIS TER FILM S EAS ON
TELEGRAPH GRAPHIC NOVEL
“S inister shadows, the distortedly large spider's web, the eerie suggestion that danger is only seconds away; it might only be 60 seconds long but S pider -the commercial for the new Audi RS 4 - is a psychological thriller in miniature.
It's dark and unnerving to watch… A genuine piece of cinematic black art.”
- The Guardian
Make like Attenborough
• Be Curious
• Be courageous
• Be nice to animals
Thank you
