The French are warming to the idea of buying the used cars but remain highly demanding when it comes to quality and expectations. Romance has created a new platform for Audi’s used car label, Leave nothing to chance, to highlight its expertise and benefits such as the 110-point check or the 24-month warranty.

But a same-same commercial would not be right for a different-different standard. So Romance created a campaign that breaks away from the conventions of the automobile sector.

The film is built around striking, extreme close-ups and a classic piece of music, Beethoven’s 9th Symphony. However, like the used vehicles that must be fixed by an expert before being sold, the famous melody is also altered and gradually “repaired” as the Audi expert carries out his checks. The innovative idea reflects the brand’s philosophy of striving for perfection in every detail.

The TVC will also be supported in the press, on social media, on audi.fr, and in Audi point of sales, as well as through PRM/CRM channels.

“Breaking the usual codes of the sector to reaffirm the timelessness of Audi used cars was an exciting challenge. What I remember most is the boldness, the choices and the great confidence shown by the Audi France team, which have enabled us to build an ever more desirable brand,”  stated Sébastien de Milleville, Romance deputy managing director.

Credits:

Client: Audi France
Used Car Country Manager – France: François Larher
Used Car Marketing and Communication Manager – Audi France: Mickaël Assié

Agency: Romance
CEO: Christophe Lichtenstein
Executive Creative Director: Alexandre Hervé 
Creative Director : Nicolas Smidt
Copywriter: Méline Deregnaucourt
Art Director: Léo Tartrais
TV Producer: Emilie Talpaert
Deputy Managing Director: Sébastien de Milleville 
Business Director: Sarah Holgado
Strategic planne : Jules de Gaulmyn
Account Executives: Camille Brauer & Charlotte Levesque

Production Company: Ocurens 
Director: Bleu Désert 
Composer: Paul Corvaisier