Audi Q5 campaign shows BBH at its old/new best

Audi, as BBH’s Sir Nigel Bogle recently reminded us, has built its phenomenal success challenging Mercedes and BMW on a history of excellent advertising. It was one of the accounts that made Bartle Bogle Hegarty’s reputation all those years ago with ‘Vorsprung durch Technik’ (Advancement through Technology), which would probably never make it through ‘data-driven analysis’ these days.

These days cars are presented as anything but – your biggest mobile and spiritual reawakening to name just two alternatives – and Audi’s on the same kick here with its latest campaign, ‘React,’ for the Q5 SUV. But brought to life by BBH in a most human way.

Is it Elbow’s Guy Garvey, becoming the go-to voice for posh ads after his John Lewis Christmas effort?

Think Sir John would like this one too.

MAA creative scale: 9.

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