In the TVC, a mature and respectful looking Chinese CEO drives his Audi A6L. The ad shows flashbacks of his younger days, including him driving a bike to work, on a train journey and making a speech at a large business conference. One frame features a close-up of the wrinkles around his eyes complete with the tagline 'Witness your way'.
"The new Audi campaign is a breakthrough from its previous China campaigns, which were more from the Audi car's point of view," Andrea Wang, CD of Lintas Beijing, said, "The new campaign focuses more on the emotional bonding with Audi's consumers. Like them, Audi has witnessed the rapid growth and progress of China's economy over the last decade."
"Like its consumers, Audi has also faced challenges along the way, be it a global economic crisis or increasing competition for other imported car brands, like their car owners, Audi has taken on a progressive mindset and pragmatic way to success," she added.
The campaign will run nationwide for three months. Broked by Mediacom, it will also be support by an online campaign, created by OgilvyOne.
Audi was the first luxury car brand to enter the China market for over 20 years, way ahead of its German counterparts Mercedes-Benz and BMW. It is often regarded as the vehicle of choice for government officials.
Client FAW-VW Audi
Creative agency Lintas Beijing
ECD Danny Cheng
CD Andrea Wang
ACD Alex Jiang
Art director Fish Zhang
Business director Carolyn Pien
Account director Jenny Yi
Account manager Mark Liu
Account executive Jan Yi