Audi scores an Easy win in TV creativity award
Audi's "Escape" has won the latest Thinkboxes Award, run in partnership with Campaign and voted for by the Thinkbox Academy of senior creatives.
BBH London's task with this ad was to undercut the idea that Audi's premium features had to be serious - and communicated in such a way.
Instead, the agency took the action to the streets of Bangkok where a spectacular and terrifying martial arts gang fight is playing out. A man manages to escape to the back seat of an Audi A8 where he is quickly soothed by high-tech gadgetry that allows him a relaxing foot massage and a glass of chilled bubbly while listening to The Commodores' Easy. While the fight rages on around him, he sits back and enjoys.
"Just because these cars are premium, it doesn’t mean they can’t be playful," says BBH London's chief creative officer Ian Heartfield. "A lot of the tech is highly functional, but some of it, like the ambient lighting, the fridge and the now-famous foot massager are purely there to indulge the driver and passenger. To give them an ‘escape’ from the mad, bad, crazy world."
Benjamin Braun, marketing director at Audi UK, believes a "really good TV ad idea will show, as opposed to tell. It’ll treat the subject with wit and panache, crediting the viewer with intelligence and engaging them."
But, he adds: "it has to be effective, too – there’s no point creating an ad as a work of art if it doesn’t deliver its message, and to the right people.
"Escape" follows on the success of another Thinkboxes Award win for Audi and BBH: "Clowns" picked up the top prize at the end of 2017.
- Creative agency: BBH London
- Creative team: Ian Heartfield, Marc Rayson, Callum Prior
- Client: Laura Brennan
- Production company: MJZ
- Director: Matthijs van Heijningen
Other ads on the Podium
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Essity - TENA Men "Odyssey"
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