2. “ Discovery consists of seeing what everybody has seen and
thinking what nobody has thought.”
Albert S zent-Gyorki
3. Planning = Curiosity
• new lights need fresh angles
• Feed yourself to feed the process
• Be lead by your own experience
4. Be courageous
• Have courage of your conviction
• Think outside the box
• Think ahead
– New routes to market
– New consumer demands
– Brands are behaving in new ways
5.
6. The Problem
Previous Audi work has been intentionally cold and
aloof in tone.
Tracking suggests we need to create more heat and
energy for the brand (while remaining true to the
Brand) .
The RS 4 ( a faster, more powerful car) can help us do
this.
7.
8. The Insight
The car is like a predatory animal
a leopard tensed for the hunt
( a coiled spring of muscle)
or a owl poised for the swoop on an unsuspecting
mouse
it shows no sympathy, no mercy.
Our audience need to feel this.
9.
10. TITL E TH E PRO D U C T IS... TH E BRAN D IS...Vorsprung durch Technik
AU D I RS 4 RS 4 (sporty , progressive, prestigious)
WH AT IS TH E BU SIN ESS PRO BL EM O R O PPO RTU N ITY?
To fuel the trem end ous volum e growth of the brand in the U K . The plan is to sell around 80,000cars in 2005.
To help justify the price of an increasingly prem ium m od el range.
Support the A4 which is at risk of d eclining sales in the future.
WH AT ARE T H E O BJECT IVES FO R T H IS C O M M U N IC ATIO N ?
To help build Aud i’s sporty cred entials; its reputation for prod ucing excellent perform ance vehicles and ; therefore, its brand im age.
To increase attraction to the A4, as the RS4 is a ‘souped up’ version of this m od el
WH O ARE WE T RYIN G T O EN GAGE? (and what com petes for their attention?)
O ur task is to build Aud i’s brand im age with as broad an aud ience as possible. In that respect, we are com peting for people’s attention with football, m ovies and
m usic. The creative bulls eye for this ad , however, is a potential A4 d rivers This over 35y yr old s m an is m ore settled in his life. H e need s a certain am ount of
practicality in his car but still loves the id ea of d riving a powerful m achine. H e loves the feeling of a car that enhances his own bod y with im pressive power and
speed even if he’s just d ropped the kid s off at school.
WH AT IS TH E SIN GL E TH IN G WE WAN T TO SAY?
Vorsprung d urch Technik, with m enace.
SU PPO RTIN G ID EAS FO R TH IS BRIEF
Audi are launching the new RS 4 (Aud i’s fastest prod uction car ever) in Septem ber. See attached for info.
C urrent Vd T work has been intentionally cold and aloof in tone. This faster, m ore powerful car requires an ad that takes that tone and m akes it m ore aggressive. The car is like a pred atory anim al; a leopard tensed for the hunt (a coiled spring
of m uscle) or a owl poised for the swoop on an unsuspecting m ouse – it shows no sym pathy, no m ercy.
The RS4 has enhanced Vd T - the car is an A4 on steroid s, it’s like the A4’s old er brother, the class bully.
The A4 has evolved through natural selection to becom e the RS4. It’s VdT D N A has m utated in subtle but im portant ways.
GBD PD CD JO B N O . TH E PRAC TIC ALS
txt TV (we m ust be m ind ful of BAC C regulations – see attached ). The ad m ust clearly be for the RS4.
10
15. “ S inister shadows, the distortedly large spider's web, the eerie
suggestion that danger is only seconds away; it might only be 60
seconds long but S pider -the commercial for the new Audi RS 4 -
is a psychological thriller in miniature.
It's dark and unnerving to watch… A genuine piece of cinematic
black art.”
- The Guardian
