Audi Aims at High-Level Execs in a Stylish Spot About 'Presence'

Campaign Also Includes Digital Partnership With The Economist

Published on Oct 06, 2014

Editor's Pick

Audi's latest campaign is aimed at a target audience of high-level executives, but unlike rivals such as Jaguar and Lincoln, the car company hasn't hired a celebrity actor to be the star.

Instead, in this U.K. spot for the A7 Sportback we simply see a gramophone sitting on a desk; a close-up shows that it's playing a record labeled "Presence: How to Obtain It." As a motivational speaker begins to expound on old-fashioned notions -- "a red tie always helps ... an unyielding handshake never fails" -- the car reverses into the desk and tips the gramophone to the ground, before we see the tagline: "Presence. Redefined."

The ad, by BBH London and directed by Academy's Martin Werner, is part of a wider campaign that also includes a digital partnership with The Economist. An online hub hosted by The Economist will offer co-branded content including a poll of high-level executives around the world on the topic of modern leadership.

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Oct 06, 2014
BBH London
Creative Team:
Fred Rodwell
Creative Team:
Andy Parsons
Creative Director:
Matt Doman
Creative Director:
Ian Heartfield
Alana King
Strategy Director:
Edd Southerdon
Chief Strategy Officer:
Jason Gonsalves
Team Manager:
Naphtali Torrance
Team Director:
Polly McMorrow
Digital Publishing Lead:
Richard Cable
Digital Production Director:
Richard Atkins
Georgina Kent
Assistant Producer:
Phil Cross
Production Company:
Martin Werner
Executive Producer:
Simon Cooper
Charlotte Woodhead
Patrick Duroux
Production Designer:
Peter Grant
Post Production:
Ben Turner
Post Production:
The Mill
Amanda James
Editing House:
Final Cut

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