Audi UK and creative agency BBH London have joined forces with BRIT award-winning singer-songwriter Jorja Smith in an inspiring campaign that brings the story of progress to life.
Showcased across video-on-demand, social, print, digital and in cinemas, the hero film takes viewers on a journey through Jorja Smith’s own path of progress as an artist and musician, aligning her values with Audi’s ‘Living Progress’ philosophy.
The campaign follows the German car manufacturer‘s global approach of featuring renowned storytellers such as Stella McCartney, Janelle Monáe and Tom Hardy to bring the ‘Living Progress’ narrative alive – enhancing Audi’s leadership story with personal progress stories.
The ‘Driven by Progress’ campaign tells the car company’s electrical vehicle leadership tale, drawing parallels between pivotal moments in Smith’s artistic life while she’s driving an Audi’s RS e-tron GT. It is accompanied by the soundtrack of Smith’s recently released single ‘Try Me’.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
Audi reflects on how Smith’s spirit of ambition mirrors their own drive for innovation, from buying her first musical instrument as a child to writing lyrics during breaks while working as a barista in her teenage years. 
The film concludes as she encounters an accomplished present-day self, but in the spirit of progress, Smith continues to drive, aligning with the car company’s own ongoing pursuit to constantly innovate their cars and technology.
“Whether you’re designing for the future of electric mobility, or creating beautiful, artistically fulfilling music, it’s the restless, progressive mindset that leads to innovation”, said Audi UK head of marketing, Tony Moore.
“We see this on our cars – and in Jorja’s phenomenal talent and output. We’re absolutely thrilled to have Jorja on board to tell our latest story of progress for our UK audience.”
BBH deputy executive creative director, Felipe Guimaraes, commented: “Great collaborations are built on shared vision and values and this is a great example of just that. The spirit of innovation in the way that Jorja creates music is in sync with the progressive vision of Audi.”
