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.
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.
Based on the music and voice-over choices, looks like Audi’s targeting the HSV brigade… Doesn’t feel very on brand
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.
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.