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Fascinating Audi RS6 Commercial Showcases Gymnasts, Not Car

 - Apr 15, 2008   Updated: Apr 7 2011
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.