German car manufacturer Audi is shining a spotlight on the innovation of its latest A6 Avant e-tron model, which now features a built-in panoramic sunroof with switchable transparency.
Developed in partnership with creative agency BBH London, the brand’s campaign will be focused on a 60-second, acapella-inspired spot.
Featuring a rendition of Reel 2 Real’s ‘I Like to Move it’, the clip was directed by Glue Society, through Biscuit Filmworks, and filmed on the theatrical stage of an empty concert hall.
“By using light as a dynamic storytelling tool, we’ve created something immersive, and hopefully entertaining,” said Uche Ezugwu, creative director at BBH.
“It’s a cool way to showcase Audi’s innovative tech.”
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The work will run across TV, video-on-demand, digital and social media. It will be supported by high impact out-of-home at sites including Manchester Printworks and Waterloo Motion. Media planning and buying was handled by PHD.
Tony Moore, head of marketing at Audi UK said: “At Audi, we push the boundaries of design and technology to create truly progressive experiences. This campaign perfectly reflects that ethos, turning a functional feature into something extraordinary.”
“The interplay of light and music brings the A6 e-tron’s panoramic sunroof to life in a way that is distinctly Audi: premium, sophisticated, and effortlessly innovative. It’s a fresh and engaging way to showcase how we redefine electric mobility.”
