Unleashing Audi's explosive power on screen

"Audi is about breaking new frontiers, and the ad itself is brave. The images were carefully chosen and finely tuned to give a different take on saying 'this is a fast car'", says Fran Luckin, creative director, Ogilvy Johannesburg. "The 30-second commercial was shot in studio, and on location in Johannesburg."

Only a handful of cars receive the honour of wearing the prestigious Rennsport badge, and the new Audi RS 4 is no exception. Its V8 engine develops a massive 309kW of power and revs at a rate comparable only to current F1 engines. Acceleration from 0-100km/h is 4.8 seconds - but how do you translate this raw package of muscle, might and power to the screen? By taking a sample of seemingly small things to set off an impressive chain of events.

A bow is drawn. A gun is cocked. A match is struck. Djembe drums build the tension. Inside a luxury motor vehicle, the camera pauses long enough for us to read 'Start Engine' below a finger pressing down on a silver button. The drums stop and a series of potent reactions unfold: the arrow hits a tree, the match ignites, a rocket launches. All building up to the most powerful reaction of them all: the new Audi RS 4 blasting through the urban landscape.

Enthuses Audi's South Africa's marketing communications manager, Chayne Brand, "Conceptually the ad demonstrates that power can result from just pushing a button. We are ecstatic with the end result and believe that it will clearly differentiate Audi from other brands," he says.

Campaign details

The television campaign will be supported by outdoor advertising in Johannesburg, Durban and Cape Town, with billboards placed on strategic highways. One print ad is running in the June editions of Top Car, Men's Health, SA Sports Illustrated, Xtreme Machines, Cars In Action and Enterprise, and the July issue of FHM. A double-sided collector's poster will also be inserted in Car Magazine.

The Internet will also be feeling the power of Vorsprung durch Technik with an Audi RS 4 section on the Audi website, featuring detailed information and downloadable screensavers. Below-the-line advertising consists of a print ad for Audi dealers to encourage test drives, and a viral email campaign that will be sent to Audi clients.

The team behind the Audi RS 4 campaign comprises Gerry Human and Fran Luckin (creative directors), Suzanne Strydom (art director) and Trevor Sacks (copywriter) from Ogilvy Johannesburg, and Adrian de sa Garces (director).