New campaign: Audi takes it slow

Audi UK is running a £6m ad campaign to support the launch of its new R8 high-performance car with the strapline “the slowest car we’ve ever built”. The campaign will mark the biggest investment the carmaker’s UK division has ever made in a new launch.

The ironic claim is a reference to the labour-intensive process of building the V8 powered two-seater, which is priced from £77,000. The campaign has been created by Bartle Bogle Hegarty and breaks this week (Wednesday) with a 90-second commercial during the England v Russia football match on Sky Sports One. The ad will also feature an interactive element where viewers can see the R8 racing through the Nevada Desert, browse the Audi range or download a PDF brochure at the push of a button.

Peter Duffy, head of marketing, says: “The campaign will help to build the image and prestige values of Audi. It will create a halo effect which will increase the desirability of our brand and our model range as a whole.” 

Mediacom devised the campaign’s media strategy.