Which won’t have gone down very well in the Kingly Street, London, HQ of Audi’s UK agency, especially as the point is to plug Audi’s ‘Vorsprung durch Technik’ platform, invented by Bartle Bogle Hegarty all those years ago.
But Kempertrautmann has been producing classy, minimalist ads for Audi for a few years now and this new global campaign (what we used to call a ‘corporate’ campaign) does the job although, like many such, it starts with some predictable ‘all the world’s a hand-held device’ stuff and the inevitable nod to the iPad.
Audi’s UK marketing director Domininc Chambers told Marketing magazine earlier this year: “‘Vorsprung durch Technik’ is the best-known slogan in the automotive sector by quite some way, but even though it’s featured in our communications over the past few years, I feel it’s become a bit recessive. I’m going to ensure it features more heavily and is a core part of the creative brief.”
Is this a polite warning shot for BBH?