Audi brings ‘Vorsprung’ position to fore with new TV ad
Alex Brownsell, marketingmagazine.co.uk, Thursday, 29 March 2012, 1:00pm, 1 Comment
Audi is rolling out a new TV ad for its A5 model, bringing its commitment to its ‘Vorsprung Durch Technik’ back to the fore of its UK marketing.
Audi: TV ad features Jaray Audi 20s prototype
The ad, by Bartle Bogle Hegarty (BBH), harks back to the early days of the brand in the 1920s, depicting Audi as a “design pioneer”, all the way through to its current A5 model.
Named ‘The Swan’, the clip, directed by Oscar-winner Joachim Back, is a reinterpretation of the classic children’s tale, ‘The Ugly Duckling’.
It shows an early teardrop-shaped Audi prototype car named Jaray Audi, driving through a Bavarian town, drawing disapproval from local people and scaring horses, due to the unusual design. The ad ends with the historic car arriving at a lake, and its reflection showing the new A5.
Dominic Chambers, head of marketing for Audi UK, said: “The film illustrates perfectly Audi’s pioneering heritage and its historical commitment to ‘Vorsprung Durch Technik’.”
The TV, print, digital and outdoor campaign breaks on breaks on Sunday (1 April) during ITV’s Titanic. Media planning and buying was by Mediacom.
In September last year, Audi moved away from its long-running style of black-and-white animated ads, with a £3m campaign for its A6 Avant estate, featuring a metallic “Audi hummingbird”.
Audi brings ‘Vorsprung’ position to fore with new TV ad
Alex Brownsell, marketingmagazine.co.uk, Thursday, 29 March 2012, 1:00pm, 1 Comment
Audi is rolling out a new TV ad for its A5 model, bringing its commitment to its ‘Vorsprung Durch Technik’ back to the fore of its UK marketing.
The ad, by Bartle Bogle Hegarty (BBH), harks back to the early days of the brand in the 1920s, depicting Audi as a “design pioneer”, all the way through to its current A5 model.
Named ‘The Swan’, the clip, directed by Oscar-winner Joachim Back, is a reinterpretation of the classic children’s tale, ‘The Ugly Duckling’.
It shows an early teardrop-shaped Audi prototype car named Jaray Audi, driving through a Bavarian town, drawing disapproval from local people and scaring horses, due to the unusual design. The ad ends with the historic car arriving at a lake, and its reflection showing the new A5.
Dominic Chambers, head of marketing for Audi UK, said: “The film illustrates perfectly Audi’s pioneering heritage and its historical commitment to ‘Vorsprung Durch Technik’.”
The TV, print, digital and outdoor campaign breaks on breaks on Sunday (1 April) during ITV’s Titanic. Media planning and buying was by Mediacom.
In September last year, Audi moved away from its long-running style of black-and-white animated ads, with a £3m campaign for its A6 Avant estate, featuring a metallic “Audi hummingbird”.
http://www.audiforum.nl/forum/algemene-discussie/78527-1923-audi-jaray-in-uk-a5-commercial.html
The creative directors and producers talk about how the Audi A5 TV advert was made and how the idea first came about
The making of: http://www.youtube.com/watch?v=iNKdr…feature=relmfu
The commercial: http://www.youtube.com/watch?v=v61Q1…feature=relmfu
Paul Jaray at Wikipedia: http://en.wikipedia.org/wiki/Paul_Jaray
Yes, you heard that right! Drive a Tatra T87 and have long, luxurious, healthy hair!
Not so sure? Visit vimeo.com and see the latest commercial for Nexxus Frizz Defy hair conditioner: http://vimeo.com/39593776
Of course you recognize that car just by the rear-window surround and air scoop, because that’s all you’ll see on TV. But these photos from the shoot reveal the real story: the advertising agency rented Dydia DeLyser and Paul Greenstein’s 1941 Tatra T87. To make the rear window roll down smoothly the art department temporarily replaced the window-crank handle with a drill motor — the operator practically sat in the model’s lap!
(sent by D DeLyser)
The first desert stage and the order gets mixed up. Ales Loprais second overall
Second place in the stage full of twists Ales gets the day off in Copiapo in silver position behind the leader Gerard de Rooy.
11412
Ales Loprais has been steady until now without many fluctuations. He hopes to have found the right pace and his constancy and lack of time losses has now earned him second place. Lopais has been after Team de Rooy now, the green Ivecos dominating so far. More or less they have copied the Kamaz tactics and success. They are convinced that only a driver of a strong team can win, all the team members assisting mutually and if necessary assisting the leading truck by holding up other top competitors. This stage, the team was split up by puctures. After the second checkpoint both de Rooy and Biasiona punctured almost at the same time. Stacey now lead followed by Ales and Ardavičus (Kamaz).
11417
Only after neutralization zone began, Karginov (Kamaz) at one point led followed in close succession by Loprais, Biasion and de Rooy.
11423 11429 The section was marked by consistent performance, and Ales’s tried to attack de Rooy, who finally got to the first stage and won a close margin from Ales. The dunes took a sensationally toll as Mikho Biasiona stood with clutch failure. Only Karginov was able to counter Alex’s pace, but eventually lost almost 20 minutes. A similar loss was there for the experienced Stacey, struggling with optimum tire pressure.
Second place in the stage full of twists Ales gets the day off in Copiapo in silver position behind the leader Gerard de Rooy.
11412
Ales Loprais has been steady until now without many fluctuations. He hopes to have found the right pace and his constancy and lack of time losses has now earned him second place. Lopais has been after Team de Rooy now, the green Ivecos dominating so far. More or less they have copied the Kamaz tactics and success. They are convinced that only a driver of a strong team can win, all the team members assisting mutually and if necessary assisting the leading truck by holding up other top competitors. This stage, the team was split up by puctures. After the second checkpoint both de Rooy and Biasiona punctured almost at the same time. Stacey now lead followed by Ales and Ardavičus (Kamaz).
11417
Only after neutralization zone began, Karginov (Kamaz) at one point led followed in close succession by Loprais, Biasion and de Rooy.
11423 11429 The section was marked by consistent performance, and Ales’s tried to attack de Rooy, who finally got to the first stage and won a close margin from Ales. The dunes took a sensationally toll as Mikho Biasiona stood with clutch failure. Only Karginov was able to counter Alex’s pace, but eventually lost almost 20 minutes. A similar loss was there for the experienced Stacey, struggling with optimum tire pressure.
VIDEO http://uk.eurosport.yahoo.com/video/08012012/58/trucks-de-rooy-top.html
OVERALL:
| Pos. |
N° |
Nom |
Marque |
Temps |
écart |
Pénalité |
|
502 |
|
IVECO
|
18:05:15 |
- |
- |
|
501 |
|
TATRA
|
18:22:25 |
00:17:10 |
- |
|
505 |
|
IVECO
|
18:38:29 |
00:33:14 |
- |
|
533 |
|
KAMAZ
|
18:50:30 |
00:45:15 |
- |
|
509 |
|
KAMAZ
|
19:07:44 |
01:02:29 |
- |
|
504 |
|
KAMAZ
|
19:18:50 |
01:13:35 |
- |
|
515 |
|
IVECO
|
19:48:31 |
01:43:16 |
- |
|
523 |
|
KAMAZ
|
20:00:48 |
01:55:33 |
- |
|
518 |
|
IVECO
|
20:10:38 |
02:05:23 |
- |
|
547 |
|
TATRA
|
20:24:12 |
02:18:57 |
- |
|
|
|
|
|
|
|
|
513 |
|
TATRA
|
21:55:04 |
03:49:49 |
- |
|
|
|
|
|
|
|
|
527 |
|
TATRA
|
01:05:56 |
07:00:41 |
- |
|
|
|
|
|
|
|
Stanislav Hajdusek explains the B5. See him telling some Tatra racing history, driving on Tatra’s test circuit and explaining the B5 engine.
http://www.youtube.com/watch?v=U0B3OZV7saY
PERLEBERG -