BBH’s new spot sees the whole town get close to the Audi R8

This is a very cool car ad. As Audi’s new R8 sports car glides nonchalantly through town, everyone gets excited, causing havoc as they try to get a good look.

Taxis, truckers, families, friends, an ice cream van, a police car, and even a newly-wed bride and groom all jostle for position to ride alongside the R8, which at the very last minute glides ahead of the pack to show its true colours. All the while, a cover of “Close to You” by The Carpenters is gently playing.

Dr Felicitas Nogly, Audi’s head of content production, said: “We are very proud of this piece of work. It has the perfect blend of humour, charm, and beautiful cinematography. We believe it will raise smiles across the world, and get people super excited about the new Audi R8, our flagship car for Audi Sport.”

Thibault Michal and David Lasar, associate creative directors at BBH London said: “As always with Audi, we had to find a simple universal truth: nobody likes being overtaken on the road. Unless it’s by the beautiful new R8. Which is a pleasure to follow. It was a great team effort. Working closely with the genius that is Sam Brown, we hope that we’ve created a memorable piece of work for Audi.”

The ad revisits the winning formula of Audi’s “Clowns” spot, and why shouldn’t it?

MAA creative scale: 8.5

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About Emma Hall

Emma Hall
Emma Hall is the former London 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.

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