Titled Light, Sound and Connectivity, the trio of brand messages represent the company’s motto of 'Vorsprung durch Technik' – literally meaning advancement through technology.
'Light' embodies A8's full high precision LED headlights, rear lights and inside. The 19-speaker Bang & Olufsen sound system that creates an atmospheric ambience internally, represents its 'Sound' element. The intuitive Multi Media Interface (MMI) touchpad system enabling access to navigation to a driver without taking eyes off the road, represents 'Connectivity'.
To represent each brand message, Audi has selected three celebrity personalities in their own right. Kevin Spacey as a forward thinker for 'Light'; famous composer Dick Lee for 'Sound' and; finance guru Jim Rogers for 'Connectivity'.
Full page print ads featuring each of its brand representatives, spread across three to five pages, were secured by Mediacom together with the TVC spots and have run in national dailies and on cable channels locally.
Audi's creative work is handled by Iris.