Audi's Latest Spot Simply Shows a Car Cooling Down

Spot for the RS4 Aims to Cut Through Without Music or Words

By Alexandra Jardine. Published on Jan 22, 2018

Editor's Pick

Audi's latest ad, for the RS4 Avant, has no soundtrack, music or words. Instead, all we see is the car in a garage after a race, cooling down.

The ad, directed by Dan DeFlice of Pulse for BBH London, simply focuses on the noise the car makes-- its brake pads sizzle, its fan hisses and the metal creaks, as we're put in mind of a horse panting and sweating after a race. It ends with the tagline "The unmistakable sound of the new Audi RS 4."

Ian Heartfield, executive creative director at BBH, says in a statement: "Cooling Down is a brutally simple product demo designed to cut through the clutter of complicated comms in an ad break. The menacing good looks of a stationary RS 4 and the sound it makes when the engine is turned off, is all we need to imply a message of awesome performance."

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Jan 22, 2018
BBH London
Marketing Director:
Benjamin Braun
National Communications Manager:
Anna Russell
Communications Manager:
Karen Boulton
Creative Team:
Vinny Olimpio
Creative Team:
Uche Ezugwu
Creative Director:
Ian Heartfield
Strategy Director:
Damien Le Castrec
Head of Strategy:
Will Lion
Business Lead:
Polly McMorrow
Head of Account Management:
Polly McMorrow
Account Manager:
Bella Bertolotti
Account Director:
Piers Raffo
Account Director:
Naphtali Torrance
David Lynch
Production Company:
Pulse Films
Dan DiFelice
Executive Producer:
James Sorton
Jess Ensor
Director of Photography:
Sebastian Blenkov
Post Production:
The Mill
Editing House:
String & Tins

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