Short, sharp, relatable and humorous. It’s an old school formula for advertising but it’s rarely used in car ads. The old school car ad formula (which, admittedly, is being defied more and more often lately) demands that the car be driven on a torture test road.
Audi is one of the defiant. Venables Bell + Partners has added two 30-second spots to the car brand’s list of atypical car commercials.
The first, Previous Owner, is a mini horror film plus humour; that humour being a woman willing to ignore the obvious haunting of a house (shown in the ad in all its nerve-twitching glory). She buys it because there is an Audi RS Q8 included in the purchase.
The second, Joyride, is more subtly funny but its humour is so endearingly human. Two parking valets give themselves the Audi joyride of their life – but not very far.
The comedic timing that makes these little ads work comes from Pulse Films director, Sam Pilling, the voiceover from actress, Nkeki Obi-Melekwe.