This captivating ad for the Audi RS6 Avant features gymnasts, acrobats and outstanding camera work. But it doesn't really feature the car.
The tagline is, "performance from every part." The gymnasts dramatize this rather well in the 56 second black and white ad.
The 60 second piece was created by BBH Advertising in the UK.
Implications - Often, car adverts are predictable because they simply show off the car and talk about its performance. In contrast, Audi has taken an metaphorical approach to draw in viewers who don't quite understand what they are viewing. Rather than direct advertising, abstract images can be an effective form to express a company's philosophy and brand message.
Key Themes Behind This Trend
- Metaphorical Advertising
- Opportunity for companies to use abstract images and metaphors to express their brand message and philosophy in a unique and captivating way.
- Non-traditional Car Advertisements
- Chances for car companies to break away from the predictable approach of showcasing the car itself and instead focus on creative concepts and storytelling to engage viewers.
- Visual Storytelling
- Potential for using captivating visuals and outstanding camera work to convey a brand's message and create a lasting impact on viewers.
Where This Applies
- Automotive
- Opportunities for car manufacturers to explore innovative advertising techniques to captivate audiences and differentiate their brand.
- Advertising
- Possibilities for advertising agencies to push the boundaries of traditional car advertisements and create more engaging and memorable campaigns.
- Creative Arts
- Opportunity for creative artists, such as gymnasts, acrobats, and filmmakers, to collaborate with brands and create visually stunning advertisements that evoke emotions and leave a lasting impression.
