This commercial is the first installment in a new global brand campaign from Audi aiming to recharge the “Vorsprung durch Technik” (Lead by Technology) tagline with new meaning. To strengthen and unify the brand promise, for the first time ever, the ad will also roll out across TV and social media channels in multiple markets including Germany, Italy, France, U.K., Spain, and China.
The ad also aims to plant a firm stake in the ground about the brand's ambition to unleash the beauty of sustainable mobility. Globally, Audi plans to introduce around 30 electrified vehicles by 2025, and that is only the starting point of a reinvention that will touch many brand-relevant topics that go beyond the car itself. Audi’s big ambition: to become a CO2-neutral company on balance by 2050. Many of the projects that will work to achieve these goals, such as the production plant for the Audi e-tron in Brussels, that has been certified as CO2-neutral, are featured on audi.com/sustainability.
Over the course of this year, several additional chapters of the global brand campaign will cover strategic topics such as electrification, connectivity, customer experience, and design. The intention is to systematically rejuvenate the brand, and in particular, build awareness and attract new audiences by emphasizing topics like sustainable mobility as new forms of luxury.
Within the global Audi Group, this brand campaign project is being driven in an agile network with colleagues from all over the world. 72andSunny Amsterdam as a creative agency will be Audi’s global partner for the full campaign, which will roll out throughout 2020.
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The Audi Group, with its brands Audi, Ducati and Lamborghini, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 18 locations in 13 countries. 100 percent subsidiaries of AUDI AG include Audi Sport GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant’Agata Bolognese, Italy) and Ducati Motor Holding S.p.A. (Bologna, Italy).
In 2019, the Audi Group delivered to customers about 1.846 million automobiles of the Audi brand. In the 2018 fiscal year, AUDI AG achieved total revenue of €59.2 billion and an operating profit before special items of €4.7 billion. At present, approximately 90,000 people work for the company all over the world, more than 60,000 of them in Germany. Audi focuses on sustainable products and technologies for the future of mobility.
ABOUT AUDI OF AMERICA
Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands, delivering about 1.846 million vehicles globally in 2019. In the U.S., Audi of America sold just over 224,000 vehicles in 2019. Visit audiusa.com or media.audiusa.com for more information regarding Audi vehicles and business topics.
ABOUT 72ANDSUNNY AMSTERDAM
72andSunny is a global creative agency that believes unignorable creativity is the most powerful force in business. With offices in Amsterdam, Los Angeles, New York, Singapore and Sydney, 72andSunny is on a mission to expand and diversify the creative class. 72andSunny has been recognized as one of Fast Company’s Most Innovative Companies for two years in a row and is a two-time “Agency of the Year” winner for Advertising Age and Adweek. For more information, visit 72andSunny.com.
Notes to Editors
Quote from 72andSunny Amsterdam
"Partnering with Audi at such an exciting time for their brand and for the category is exactly the type of challenge we love”, says Rey Andrade, Executive Creative Director, 72andSunny Amsterdam. “With this campaign we're looking to turn that ambition into work that takes what Audi has done so well for so long, design led and brave ideas, and put that into a fun and progressive context. At a time where people might be looking to shed outdated conventions and ideas we are trying to bring some modernity and frankly some fun. So it was obvious that we needed to turn to the world of “Frozen” and ice-cold princesses. With ‘Let It Go’ we have the iconic anthem for defiant and brave reinvention and with Maisie we have an equally tenacious and charmingly defiant performance. We're looking forward to setting a standard of ambitious and progressively minded work with our new friends. Let the storm rage on!
Creative Agency: 72andSunny Amsterdam
Production Company: ANORAK
Director: Francois Rousselet
Editorial: Paul Hardcastle (Trim)
Post Production: MPC
Music Supervision, Direction and Clearance: Amp.Amsterdam
Music Arrangement and Production of re-recording: The Elements Music
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