Audi has launched a major campaign in the lead-up to Christmas for the very first time.
Created by BBH London, ‘Snow’ has a classically festive flavour, featuring the R8 V10 plus, the pinnacle of the Audi Sport high performance road car range, traversing a pristine snow field on a glorious winter day.
The film - shot on a frozen lake in northern Scandinavia - captures the power, speed and elegance of the R8, demonstrating its ‘snow’ mode – a surprise to most. Its ability to perform in all weather is reinforced by the tagline: "The Audi R8 with snow mode. Yes, it really does have a snow mode”.
‘Snow’ is the third in a series of R8 campaigns, after the acclaimed ‘Spin’ and ‘Rolling Road’. It is accompanied by a beautiful reinterpretation of the festive classic Sleigh Ride, by Faultline featuring Robyn Sherwell.
Audi will be running a short, sharp 30-second film on TV and with an extended 40-second version of the film in cinemas throughout December. It will also be featured on nine new JCDecaux motion screens in key London stations.
Benjamin Braun, Marketing Director of Audi UK, said: "When a beautiful thoroughbred sports car comes with snow mode you have a lovely story to tell. We had to do something in snow. So we took the new Audi R8 all the way to Scandinavia for a thrilling test drive. The Audi contribution to the festive period is fresh and enchanting, cutting through the loud seasonal clutter with a refined charm”.
"Snow demonstrates the poise, power and control of our top-of-the-range R8. It is exquisitely shot, and accompanied by a beautiful soundtrack, which has now become synonymous with Audi campaigns."
Ian Heartfield, Executive Creative Director at BBH, added: "Snow is the next in our series of brutally simple product films. Single-shot action, without narrative or complicated advertising conceit. When your subject is as beautiful and beguiling as an Audi R8, very little else is needed."
The road-going R8 is a thoroughbred supercar that was developed in parallel with the successful R8 LMS GT3 racing car, and shares almost 50 per cent of its components. The road car can reach 62 mph from rest in as little as 3.2 seconds, and delivers its formidable punch with remarkable composure thanks to its quattro all-wheel-drive. As a further aid to driver control, the R8 steering wheel offers a "performance" button with three modes which adapt the car’s settings to suit specific driving conditions: wet, dry and snow.
The campaign was planned and bought by Omnicom Media Group’s PHD.