As a part of its “global storyteller series”, car manufacturer Audi has spotlighted entrepreneur, surfboard designer and Haydenshapes founder, Hayden Cox, to advertise its Q8 e-tron – an all-electric SUV.
The commercial – directed by Collider’s Ben Briand – was created by Sydney-based creative agency, WolfKing. Interweaving shots of Cox working on his surfboards and a new wetsuit, and driving in the Q8 e-tron, the commercial is designed to exemplify Audi’s ‘Progress you can feel’ message.
For Kit Bashford, Audi’s marketing communications lead in Australia, the decision to have Cox co-star alongside Audi’s new product was easy, as it would result in a strong launch for the campaign.
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“The launch of the Q8 e-tron is incredibly exciting for us. To be able to create such a beautiful piece for this featuring long-time ambassador and friend, Hayden Cox, is such a positive way to launch in Australia,” Bashford said.
Jason Woelf, a creative partner at WolfKing, also shared his excitement at Cox’s involvement: “Hayden is an inspiration to work with. He’s curious, innovative and always looking to challenge conventions. The parallels between Hayden’s work and Audi are obvious.”
The commercial is not the first time WolfKing and Audi have teamed up. In 2019, both companies came together to produce the Audi S range’s ‘Scary Beautiful’ campaign.
It’s a history Dave King, creative partner at WolfKing, acknowledged while expressing his delight at being able to contribute to the storyteller series.
“We’re honoured to partner with Audi again on this latest campaign. It’s a privilege to be invited to add to Audi’s global storyteller series,” said King.
Thanks to his role in the advertisement, Cox stands alongside other entertainment and media figures who have starred in the storyteller campaign, such as American media powerhouse Elaine Welteroth and Bridgerton actor Regé-Jean Page.
Credits:
Company: Audi Australia
Audi Marketing Communications – Kit Bashford
Audi Senior Marketing Executive – Brand and Product: Vanda Lima
Audi Senior Marketing Executive – Brand and Product: Mick Colgan
Creative agency: WolfKing
Creative partners: Jason Woelfl, Dave King
Executive Producer: Amanda Collins
Production Company: Collider
Director: Ben Briand
Executive Producer: Olivia Hantken
Producer: Ben Scandrett-Smith
1st AD: Nikki Long
DOP: Tim Tregoning
Stills: Miles Pitt
DOP Surfing: Tyge Landa
Edit and Post Production: Adam Wills
Sound: Damien Wadell @ Massive Music
Voice Director: Ralph Van Dijk