Money’s tight. Businesses are struggling. Life is difficult this year and one of the results is that people are being careful about what they buy. In France, used cars have never been so popular. 76% of car intenders prefer to buy a used vehicle rather than a new one – an increase of 11% over the beginning of the year.

It’s a great time for Audi to promote its used car program, Audi Approved :plus. Audi agency, Romance, has given the program an edge over its competitors with an idea that appropriates the classic car launch ad format – with an unexpected and mischievous twist at the end.

Watch how the campaign drives home the idea that Age is just a number:

To amplify the campaign, Romance has also twisted the pre-roll format. On YouTube, it is targeting watchers of “old” video content that still generates millions of views today in order to spread contextualised messages. Hundreds of iconic music tracks, legendary concerts, historical moments and even must-see sports actions are reminding users of the attractiveness of Audi Approved :plus cars.

This activation has also been implemented on Spotify, targeting playlists from the ‘70s, ‘80s and ‘90s and, by the end of the year, the idea will also be used in Parisian cinemas that play old cult movies.

Agency: Romance

Chief Executive Officer: Christophe Lichtenstein
Executive Creative Director: Alexandre Hervé
Creative Director: Caroline Guittonneau
Conception: Pierre Jarry & Cassandre Gonnord
Art Director: Cassandre Gonnord
Copywriter: Pierre Jarry
Account Director: Sarah Holgado
Agency Planner: Benoit Clavé
Account Executives: Mikael Ramirez & Célia Fleurentdidier

Production Company: Maul
Director: Neel Potgieter
Composer: Paul Corvaisier
Associate Director: Sébastien de Milleville

Client: Audi France
Used Car Country Manager – France: François Larher
Used Car Marketing and Communication Manager – France: Anne-Sophie Bernard