The Audi RS 4 Avant Ad Has No Soundtrack or Driving Clips
Laura McQuarrie — January 20, 2018 — Autos
References: campaignlive
Unlike many auto ads that feature the sounds of revving engines and uplifting soundtracks, the 'Cooling Down' ad for the Audi RS 4 Avant embraces the car's own sounds.
The ad sets the Audi vehicle in a garage, with the only sounds emitted including the ones of the car cooling down after the engine has been turned off. As well as setting itself apart as the first auto ad from Audi in years to be released without a soundtrack, the ad also features no footage of the car being driven.
To amplify the sounds that can be heard in the advertisement, Audi will be showing Cooling Down in cinemas that use Dolby ATMOS 3D sound.
The ad sets the Audi vehicle in a garage, with the only sounds emitted including the ones of the car cooling down after the engine has been turned off. As well as setting itself apart as the first auto ad from Audi in years to be released without a soundtrack, the ad also features no footage of the car being driven.
To amplify the sounds that can be heard in the advertisement, Audi will be showing Cooling Down in cinemas that use Dolby ATMOS 3D sound.
Trend Themes
1. Sound-focused Auto Advertising - Creating automotive ads that emphasize the unique sounds of the car rather than traditional driving footage and soundtracks.
2. Minimalist Auto Ads - Producing auto ads that take a minimalist approach by featuring only the sounds of the car and no additional visual or auditory distractions.
3. Enhanced Audiovisual Advertising - Utilizing advanced audio technologies such as Dolby ATMOS to enhance the audiovisual experience of automotive ads in cinema.
Industry Implications
1. Automotive - Opportunity for automakers to differentiate themselves by creating innovative ads that focus on the sounds and experiences of their vehicles rather than traditional advertising techniques.
2. Advertising - Opportunity for advertising agencies to develop creative strategies for automotive clients that highlight the unique sounds of their cars and appeal to consumers seeking authenticity.
3. Cinema - Opportunity for cinema operators to leverage technologies like Dolby ATMOS to create immersive audio experiences for automotive ads, enhancing the overall cinematic experience for moviegoers.
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