This is a different car-ad because it acknowledges that the real problem of traffic is usually not the landscapes, it’s the other drivers, and Audi uses clowns as car metaphors in its new spot.
Created by Bartle Bogle Hegarty London, the ad displays weird (but not funny) characters in the starring roles. Audi is depicting its safety features such as park assist and cruise control. The spot ends as the tagline says “Audi Technology. Clown Proof.”
The ad features an epic sound of Sondheim’s “Send In the Clowns” by Faultline and Lisa Hannigan and is directed by the wonderful, Ringan Ledwidge, who previously directed the brand’s Duel campaign also.
Executive Creative Director of BBH London, Ian Heartfield said,
We like to keep things simple with Audi – there are a lot of clowns on the road, and our cars have the technology needed to stay safe amongst them. Add Ringan, and fingers crossed we have a great, memorable, disruptive film on our hands.
Marketing Director of Audi UK, Benjamin Braun said,
Everyone knows that Audi produces beautiful cars. But, not everyone knows they have amazing brains. Our film makes that point with great charm and wit as Audi cars negotiate the crazy world of the clowns with exquisite comic timing!
Bonus: The Clown spot includes a logo to motivate viewers to use the Shazam app to identify the soundtrack. For every Shazam use, Audi will donate to road safety charity, Brake in support of Road Safety Week, which will start on 20 November.
We hope that the moody, colorful, yet realistic, ad will encourage all drivers to behave their best on the road.