Audi says it is ‘raised by racecars’ in first campaign from The Monkeys
Audi is highlighting the motorsport heritage of its consumer car models in a new campaign that says they are ‘raised by racecars’.
The campaign is the first for the brand made by The Monkeys. Last year, Audi appointed 72 and Sunny Amsterdam to its global creative account, however the brand confirmed to Mumbrella that it would continue working its local partners.
The Monkeys previously worked with Holden, after winning its SUV creative account in 2017, alongside AJF GrowthOps which held the retail creative account. In February, General Motors announced it was retiring the Holden brand in 2021.
The campaign promotes the new R/RS range of models, Audi’s highest-performance line-up of vehicles in its history.
Nikki Warburton, chief customer and marketing officer at Audi Australia, said: “Audi has a long history of brave innovation, and throughout our history, many of our greatest achievements have been earned in the crucible of motorsport – on acclaimed racetracks all around the world.
“The lessons learned on the track translate to the road, in the technology inside our high-performance R and RS vehicles. These incredible cars shine a halo over the entire Audi range, and with our ‘Raised by Racecars’ campaign, we are telling the amazing story behind our sports car credentials. It’s an exciting opportunity to get Aussie pulses racing as we launch the largest high performance line-up we’ve ever had.”
A sample of the OOH execution
The integrated campaign will appear across broadcast television, out-of-home and in digital formats.
The Monkeys co-founder and group chief creative officer, Scott Nowell, added: “‘Raised by Racecars’ perfectly captures the motorsport DNA in every Audi RS, and it’s a platform we’re excited to build on.”
Warburton has been the CMO of Audi since 2018. In August last year, her role was expanded to become chief customer and marketing officer.
Credits
Brand – Audi Australia
Agency – The Monkeys, part of Accenture Interactive
Supporting Agency – Adam Johnson Design
Audi Australia
Chief Customer and Marketing Officer – Nikki Warburton
Senior Brand Marketing Manager – Andrew Younis
Marketing Communications Manager – Kit Bashford
Senior Marketing Executive – Evangelia Kirpichnikov
The Monkeys, part of Accenture Interactive
Co-founder & Group Chief Creative Officer: Scott Nowell
Creative Director: Scott Dettrick
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Head of Production: Penny Brown
Senior TV Producer: Kaija Wall
Managing Director: Matthew Michael
Group Account Director: Shannon Duhig
Senior Content Manager: Ruth Peck
Business Strategy Director: Kit Landsdell
Adam Johnson Design
Creative Director – Adam Johnson
Nice foundation idea, but for me, the insanely thick deep male Aussie VO takes any feeling of European luxury heritage feel and flushes it straight down the toilet.
Feels like I’m watching an old HSV ad that’s trying to tap into my manly man Aussie feels (you know, drink a VB, drive a V8). Can’t believe the client was ok with it.
User ID not verified.
Based on the music and voice-over choices, looks like Audi’s targeting the HSV brigade… Doesn’t feel very on brand
User ID not verified.
Hhmmm,
Totally agree with James. Great idea – and very real insight. The Audi DNA is a brilliant, successful racing DNA.
However, the execution has really lowered the colours of the Audi brand. The Audi brand and DNA I would think has more elegant and premium qualities. The pics in the advert are great. The execution of the V/O, the subtle humor of the dog, all miss the mark or are not required. Unfortunately, this spot takes passionate car and Audi fans backwards.
User ID not verified.
I’m an Audi man through and through. And when I heard to VO, I thought I was watching an episode of Secret Life of Us. I watched the awesome footage again without the sound and felt the Audi feels, but then realised that it’s all left-hand drive, right-side of road footage. And looks like it’s shot in Arizona – would love to take that drive! For the purists (aka the ones spending real loot on an Audi), the exhaust note would have said more than any Aussie voiceover.
User ID not verified.