BBH takes new tack with 5m Audi A5 launch ads

Audi is putting more than £5m behind the launch of its A5 model with a new-look advertising campaign from Bartle Bogle Hegarty. The ad breaks on May 13.

The £5.2m campaign also includes press, outdoor and online activity. Audi’s brand communications manager Chris Hawken says: “The campaign absolutely mirrors the objectives of the designers Frank Rimli and Wada Satoshi in capturing the beauty and purity of the car.”

The Volkswagen-owned marque is moving away from its dark and brooding advertising with the light and colourful “Rhythm of Lines” campaign.

The ad begins with a blank white background before a single straight line moves along the screen forming shapes as it travels. The line then joins many swirling lines of bright colour, twisting to specially composed classical music.

The Audi A5 model was first unveiled at the Geneva Motor Show in March this year. The four-seat coupé features a sports chassis that many see as a radical departure for the German brand.

The TV ad will be supported by national press ads and an outdoor campaign that will launch in June.

In addition, Goodtechnology is developing a microsite that will allow visitors to create their own 3D designs and save them as wallpaper and screensavers. It is thought that the site will launch on June 18 with the new edition of Audi Magazine.