David Blecken
Oct 2, 2018

Audi presents the A8 as a meditative cube

The carmaker emphasises tranquility over product features in a new TV campaign for Japan.

Audi has launched a TV campaign for its A8 model that presents the car as a meditative sanctuary from the outside world.

Developed by Wieden+Kennedy Tokyo, the work follows a recent spot for the A7 ‘Sportback’, which depicted a suit-wearing city runner who becomes one with the car.

The TVC for the A8 shows a man meditating in the frame of a large box at a tranquil lake, on a rooftop overlooking a cityscape, and at a deserted beach. It then cuts to him seated inside the car.

The commercial is supported by print work that also features the car separated from its environment by a subtle box outline.


 

 

Campaign’s view: Both this and the spot for the A7 are pleasantly abstract and understated, and distinct from typical automotive advertising in that the emphasis is on the car as a concept and an enabler of peace-of-mind rather than as a product.

The idea of the car as a calm, private space carries more weight than that of the car as a means of finding freedom. Tokyo’s dense traffic means city drivers rarely get a sense of the open road. But, in contrast to commuters on packed rush-hour trains, they do benefit from comfort and room to think. As people see ever fewer practical reasons to own a car but invest more time and effort in finding a respite from the stresses of daily life, that is a strong selling point. 

Source:
Campaign Japan

Related Articles

Just Published

5 hours ago

PHD Indonesia wins Vivo’s media duties

The OMG media agency unseated the local incumbent and three other challengers to win the pitch.

7 hours ago

Dentsu admits to bid-rigging in Tokyo Olympics; ...

Dentsu joins rivals Hakuhodo and ADK in admission to collusion in the widening Tokyo Olympics bid-rigging and bribery case, but says there is "no factual basis for claims any employees have been arrested."

8 hours ago

Google announces Bard, it's answer to rival ChatGPT

Google is taking on ChatGPT and pre-empting Microsoft's move to integrate ChatGPT into its Bing search engine.

8 hours ago

40 Under 40 2022: Rogier Bikker, MediaMonks

Bikker’s USP lies in pushing creative boundaries to bring fresh ideas to the table that are deeply rooted in local Chinese culture, and always executed at a high level of craft.