Magazine article Marketing

Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from Audi

Magazine article Marketing

Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from Audi

Article excerpt

Winner for March/April 2012

Car manufacturer Audi has always had a strong focus on innovation and technology, a concept that was brought to life in this ad, titled 'The Swan'.

The spot represents how its cutting-edge concept cars of the 20s have led to today's aerodynamically efficient models. A witty take on Hans Christian Andersen's The Ugly Duckling, it features the Danny Kaye song of the same name.

The black-and-white creative features shots of an early concept car driving through a village, shunned by disapproving locals. The 'ugly duckling' then transforms into the Audi A5.

Kristian Dean, national communications manager at Audi UK, says the commercial was primarily intended to deliver a brand heritage message while also showing the new model.

Only three prototypes of the experimental car were built in the 20s, none of which has survived, presenting a challenge.

'We had to recreate the car with only a few grainy old photos as reference,' says Dean. 'The model-maker built it from scratch in just six weeks. …

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