Home Marketing Taking A Stance Towards Balance: How Audi redefines “Vorsprung”

Taking A Stance Towards Balance: How Audi redefines “Vorsprung”


Audi’s new brand film launched all over Europe on December 2019. The central theme of the campaign: sustainability. Representing a large number of actions taken by the Ingolstadt-based team to electrify the vehicle fleet as well as the company’s aim of reducing the CO2 footprint in approximately 30 per cent by 2025.

Audi is redefining the brand claim “Vorsprung durch Technik” (which roughly translates to “Advancement through technology): It’s no longer only about what is technically feasible, but rather about focusing on the customer’s wishes. The intrinsic attitude, along with proven specs and feature ads, carries more significance. The campaign developed by Philipp and Keuntje illustrates how to pave the way forward.
“We want to demonstrate the brand’s attitude towards important social issues. We are also making a contribution to bring the world back into balance,” says Susanne Franz, Head of Communication at Audi, referring at the same time to in-depth information on a variety of measures that illustrate Audi’s wide-ranging commitment to sustainability. These can be found at www.audi.de/sustainability.
The centrepiece of the campaign, the film “Tilted World”, shows how several small actions can be transformed into a whole movement in which everyone can participate. The film was made in Los Angeles under the direction of Bruce St. Clair.
Even if the film avoids Christmas clichés, the brand consciously makes its statement in this contemplative time accompanied by a cover of the Elvis classic “A little less conversation”, exclusively produced for Audi by Nebbra.
“When everyone slows down a bit for Christmas, there’s room and an impulse to ponder. It’s about bringing the world back into balance when it comes to sustainability. Every contribution counts. We were looking for an intuitive and eye-catching symbolism that reflects the particular responsibility of Audi without a lecturing tone”, says Jan-Sievert Krause, Executive Creative Director at PUK.
The film will be rolled out simultaneously in many European markets with a broad TV campaign, in the cinema, online and on social media. FoxDevil Films produced the film. Franz Lustig did the camera work.
The team at Audi:
Head of Brand Communication and Content Marketing: Susanne Franz
Project Management: Vanessa Teßmann, Michael Maicher
The team at PUK:
Creative Managing Director: Diether Kerner
Executive Creative Director: Jan-Sievert Krause
Creative Directors: Jessica Gronau, Valentin Burkhardt
Art Directors: Bernhard Hörlberger, Klas Batschkus, Sarah Stemmler Writers: Alexandra Beck, Benedikt Raab
Executive Client Service Director: Tanja Heier
Client Service Director: Lin Lehn
Project Management: Sandra Wons
Head of PUK Film: Christian Hibbeler
Film production: FoxDevil Films
Producer: Nadine Thoma
Director: Bruce St. Clair
DoP: Franz Lustig Postproduction: nhb, Hamburg O
riginal music: Elvis Presley Music
Remix: Nebbra
Source: www.automobil-events.de

Screenshot from the new Audi brand film (photo: Philipp und Keuntje)