Audi’s synchronised swim blows other cars out of the water


This is a rare thing – an ad that really makes you stop and stare. Although with BBH and Audi, the chances are better than most.

“Two cars perform a synchronized swimming routine” is the kind of creative idea that might have been dismissed by a lot of clients — and it’s not one that many agencies would have the audacity to pitch — but BBH has pulled it off in style.

BBH searched in 49 countries for a pool to film in, and when they couldn’t find the right one, they built their own in the Ukraine instead. This dedication to the craft has paid off in spades, along with attention to details like the eerie changing room scene at the beginning.

A version of Genesis’ “Follow me, follow you” by Rina Mushonga provides the soundtrack to the cars’ balletic performance, which also nicely demonstrates Audi’s “Vorsprung durch Technik” credentials.

Anna Russell, national brand and retail marketing lead at Audi, said: “This is a fantastic opportunity to celebrate the incredible precision and performance of not jus the Audi A1 but all our smaller cars. We love the fact that size isn’t a compromise when it comes to Audi.”

Ian Heartfield, chief creative officer of BBH London, said: “There is no greater example of two entities matching each other’s moves than a pair of synchronized swimmers. Swapping two people for an A7 and an A1 seemed like a compelling way to make the point that Audi DNA runs through the whole model rage.”

The title of the agency’s session at Advertising Week Europe this week is, “We haven’t come this far to be ordinary!” This ad proves the point perfectly.

MAA creative score: 9.5

You May Also Like

About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.