Are you up to owning an Audi? Venables Bell & Partners has taken Audi out of everyday life and into the world of aspirations. Aspirations to go faster, navigate hairpin turns, be seen to conquer what others cannot. The metaphorical aspirations of high-flyers. It’s an interesting promise that reveals itself with these words, “This is the crucible…These cars don’t care if you’re chief executive officer, majority shareholder or master of all you survey. We only speak on language here — speed.”

Venables Bell & Partners has positioned the Audi in the sweet spot for the ambitious.

There are visual metaphors throughout the ad, making it complex. Sophisticated. Intriguing. Venables has played to Audi’s audience well.

“Please do me yourself and everyone else a favour and tell me this. Is this level of performance something you really want? Something you can truly appreciate? Or do you just want to want it? Because you’re not test driving these cars my friend. They’re test driving you,” the ad concludes.

Credits:

Agency: Venables Bell & Partners

Partner & executive creative director: Will McGinness
Creative director: Justin Moore

Associate creative directors: Matt Keats & Matt Miller
Senior copywriter: Rus Chao
Senior art director: Rich North
Director of integrated production: Craig Allen
Senior producer: Matt Flaker

Group Brand Director: Chris Bergen
Brand director: Jon Phillips
Group strategy director: Tonia Lowe
Brand strategy director: Brian Longtin

Production company: Stink

Director: Salomon Ligthelm

Managing director & executive producer

Line producer: Pual Ure

DoP: Paul Meyer

Production designer: Jay Hougaard

Editing: Rick Russell @ Final Cut LA

Post production & VFX: MPC

Creative director: Rob Hodgson

Music: Squeak E Clean Productions

Composer & recording artist: Andrew Judah

Sound design& audio post: 740 Sound

Colour: Company 3