Audi is ‘the car you’ve always wanted’ in brand’s third campaign in a month
An Audi is “the car you’ve always wanted, the excuse you’ve always needed” in a new national retail campaign created by BMF: the brand’s third campaign in a month.
The ad shows off various models of Audi slowly and moodily, framed by representations of the logo’s iconic rings, set to a contemporary cover of Doris Day’s ‘Dream a Little Dream of Me’ re-composed by Rumble Studios.
According to the TVC – supported by digital, social, and out-of-home executions and running until the end of the month – buying an Audi is a dream within reach thanks to limited time reductions equal to the GST on select models.
Audi’s chief customer and marketing officer, Nikki Warburton, said of the film, directed by Finch’s Toby Pike: “We are delighted to be partnering with BMF to deliver compelling and effective retail work for Audi in Australia.
“Alongside our landmark ‘RS’ and ‘Q’ brand campaigns so far this year, we’re delighted to be having such engaging conversations with Australians across all formats in 2020.”
Last month, The Monkeys was named the car brand’s lead creative agency and launched the aforementioned RS and Q campaigns, but 303 Mullenlowe and BMF remain on the agency roster.
BMF’s chief creative officer, Alex Derwin, said handling the retail creative means finding the right balance.
“We couldn’t be happier to be working with such a progressive and innovative automotive brand,” Derwin said.
“Retail is the pointy end of any industry, but with a premium car brand like Audi there’s a fine balance to strike. The team did a great job to land exactly the right tone here. It’s direct, simple, but also really good to look at.”
Rumble Studios’ Michael Gie added that the soundtrack combines the “nostalgia in the vocals” with the “modern dreamy electro”. “There is a real synergy between the track and visuals,” he said.
Credits:
Client: Audi Australia
Chief Customer and Marketing Officer: Nikki Warburton
Senior Brand Marketing Manager: Andrew Younis
Marketing Communications Manager: Kit Bashford
Senior Marketing Executive: Mick Colgan
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Group Creative Director: Ant Hatton
Associate Creative Director: Roy Leibowitz
Senior Art Director: Chris Wilson
Design Director: Marcus Key
Designer: Gabriel Mangulabnan
Chief Strategy Officer: Christina Aventi
Executive Director – Digital & Direct Strategy: Irina Hayward
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Account Director: Bryan Bryant-Steeds
Senior Account Manager: James Arnold
Head of TV: Jenny Lee-Archer
Senior Producer: Claire Seffrin
Production Company: FINCH
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Director: Toby Pike
Producer: AnnaTara Clark-Sneddon
DOP: Danny Ruhlmann
Editor: Joe Morris
Post: Atticus
Music Supervision -‘Dream A Little Dream’: Level Two
Music and Sound House: Rumble Studios
Composer: Jeremy Richmond
Music Producer: Michael Gie
Art Buyer/Curator: Basir Salleh
Production Company: Flint
Photographer: Andreas Smetana
Producer: Taryn Mueller
Retouching: Cream Electric Art
Production Director: Karen Liddle
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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an indication of how much an agency likes the work it’s PRing is the number of staff they list on the credits….it’s clear that BMF is very happy with this campaign
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