Romance has come up with a weird idea for Audi. Weird, but oddly exciting. It likens the new S6 and S7 to Mr Hyde. In the classic novel, Dr Jekyll and Mr Hyde, Hyde was shockingly evil. It’s a weird analogy. But the delivery is fascinating. While the visual part of the commercial is simply an exploration the cars (each in its own spot), this is overlaid by a narration of the moment of recognising Mr Hyde (the same narration for both models).

It’s strikingly unique, if a little perplexing.

The films were directed by Grammy Award & UK MVA winner, Alex Courtès. The ad is running globally on all Audi channels.

“After the wins of Audi Sport in 2016, PokerStars and more recently P&G (Pampers), Romance pursues its development by supporting clients at an international level,” noted Christophe Lichtenstein, co-founder and chief executive officer of Romance.

The ad launches globally this week, on the Audi Channels.

Credits:

Agency: Romance

Executive Creative Director: Alexandre Hervé

Art Directors: William Verdel & Sébastien Mertens

Copywriters: Philippe Pinel & Frédérick Lung

Business Director: Sébastien de Milleville

Account Manager: Sarah Holgado

TV Production: Corinne Persch & Laurie Delahayes

Production Company: Insurrection

Director: Alex Courtès

Sound Production: THE

Client: Audi AG

Brand Management: Giovanni Perosino, Kristin Harder & Ekaterina Berberikh