Audi Australia launches the all-new Audi Q8 with new campaign via 303 MullenLowe, Sydney
Audi Australia has launched its new flagship SUV, the all-new Q8, with a locally produced campaign entitled ‘Enough said’. Produced by creative agency 303 MullenLowe Sydney, the launch campaign seeks to demonstrate the unrestrained thrill of getting behind the wheel.
The all-new Audi Q8 showcases the elegance of a four-door luxury coupé, alongside the practical talents of a large SUV.
In the ‘Enough said’ TVC, the performance of Richard Roxburgh, a long-time Audi brand ambassador, brings to life the story of a driver who is so enamoured with his Audi Q8 that he falls into a monologue: describing the power, capability and pure enjoyment of being behind the wheel, before he is abruptly snapped back to reality.
In the ‘Richard reads the Reviews’ content series, Roxburgh takes a light-hearted look at some of the early motoring media reviews of the new Q8.
Says Gary McCreadie, executive creative director at 303 MullenLowe: “The Q8 is an amazing car: great performance capabilities, brilliant technology and beautiful design.
“In fact, we felt it has just about everything you’d want in a car, so it has that ability to make your imagination run away with itself a little. We wanted to capture that feel- good moment in a playful way, and we think Richard Roxburgh’s performance does it perfectly.”
Says Nikki Warburton, chief marketing officer at Audi Australia: “The launch of our all-new Q8 flagship SUV is an opportunity for Audi to make a massive statement about the 
brand, as well as appeal to a wide range of people who may not have previously considered us.
“The Q8 has style, substance and performance – all powerfully amplified. We had the opportunity to show off this beautiful new vehicle, as well as our unique tone-of-voice. Because we believe that luxury should definitely raise a smile. This campaign epitomises the direction of our future brand communications.”
The all-new Audi Q8 ‘Enough said’ campaign has launched locally and will feature across TV, cinema, digital, social, press, OOH and across dealerships nationwide. It will also be offered to Audi markets globally.
Client: Audi Australia
Agency: 303 MullenLowe
ECD: Gary McCreadie
Copywriter: Molly Cathcart, Sean Larkin
Art Director: Jason Ah Tow
Group Business Director: Georgie McGarr
Business Director: Kiely Decker
Strategist: Tim Mottau, Jon McKie
Head of Television: Sean Ascroft
Production Company: Collider
Director: Damon Cameron
Producer: Sarah Nichols
Music: Sonar
Post Production: ARC/White Chocolate
29 Comments
Why?
downright tedious…
music does nothing either.
Pretentious? Moi?
Lame on all fronts. Whoever thought that this music track does anything for the ‘story’ here needs to rethink their ideas about music. No build, no personality and does nothing for the ‘payoff’ at the end.
Surely there’s better library music out there than this. While you’re at it get a better VO
Love Richard Roxburgh, but really can’t work out what the hell he’s doing in this spot…
Sick to death of Richard Roxburgh, really can’t work out what the hell he’s doing in this spot…
Absolutely terrible. Cue generic car footage edit.
This is far better than last week’s offering from Suzuki, and that was met with a chorus of approval.
Confusing codswallop. Waste of local production money.
Sick to death of Richard Roxburgh, really can’t work out what the hell he’s doing in this spot…
But seriously folks;
I often wonder with a spot such as this how you sell it to the client. What does the script look like? Do you present a mood board or film style-guide? Because it seems to be a triumph of execution over idea.
A suggestion: It would be far better as a 10 second commercial just using the scene where he gazes lovingly at the reflection of the car until he gets the hurry-up from the car behind.
That would be a commercial with some sort of proposition and memorability…as usual, less is more.
I think this is perhaps what they were aiming for but missed by a country mile: https://www.youtube.com/watch?v=U3JEORDUEqc
Audi moving with the times I see
You think this is better than the Suzuki spot? Do you not get this place, or do you just not get ads?
For the first time, I’m actually ashamed to own an Audi. Will be taking the Yaris to work from now on.
Sorry to post twice but to clarify I’m seriously reconsidering my Audi purchases over the last 8 years.
Audi used to have this hallowed spot that was a wanker car without the wanker reputation. A nice, plush, beautiful drive but without the wanker BMW or Mercedes badge.
You’ve gone and ruined all of this.
Audi drivers don’t want to be seen as wankers. They don’t want a wanker car. They just want to drive a solid, luxury Hitler car without the Hitler badge.
You’ve really missed the mark on this and I think this will damage the brand massively.
The 2006 Audi A1 that your mum gave you doesn’t really count.
@Fuck,
I have an R8, A6 and a Q5 for the missus.
Go fuck yourself.
It takes a lot of hubris to make Richard Roxburgh look like a tosser.
@Fuck – I couldn’t agree more with your observations. Bang on in their accuracy. I’m an Audi driver and so is my wife. That’s what all those award winning BBH adverts were all about in the 80s and 90s. Not the car for wankers. Agree, this will do damage to that brand image. WTF were the agency thinking, never mind the client?!?!
@Phil, glad someone else can share where I’m coming from – why the heck would I buy an Audi over a BMW or Mercedes if it’s suddenly one of those asshole / wanker cars?
Audi has always been the ‘secret wankers’ car – wanker car for someone who isn’t prepared to be seen as a wanker. Or a Jewish person’s car who doesn’t want to drive a Volkswagen. To me this was their best ad.
https://www.youtube.com/watch?v=7qI4no2xDco
The agency staff implying I drive an A1 gifted to me from my mother did raise a belly laugh. Mostly because if you have ever been gifted an A1, you should retire immediately from the industry. Clearly you don’t need advertising’s cash and advertising doesn’t need your opinion!
Also, your mum has shithouse taste in cars.
Quite annoyed that Audi are taking this tack, it is damaging to Audi owners and to potential buyers. And it’s in my best interests for Audi to become more popular, at $780 a service I would like to see more people driving these cars!
I wonder if it echoes when you stick your head that far up your own arse?
This is codswallop, not to mention piffle and dog sauce.
A pox on your agency.
@Fuck -Have you ever thought you were affected by advertising a little too much?
If one commercial can change your opinion about a brand you clearly have a lot of loyalty for you might want to take a long look at yourself in your rear view mirror.
So there we have it. This ad completely misunderstands the unique strength of the Audi brand – that it is for people who want a fine German car but don’t want the badge snobbery or perceived wankery of BMW, Mercedes or Porsche. Well done to all concerned, from planner through creative to agency management and of course, client.
*with the notable exception of the R8, which, while obviously gorgeous and highly desirable screams ‘Wanker’ almost as loudly as a Lamborghini.
Wow the negative comments as per usual are pretty cutting. It’s only advertising and this is just a car ad. As far as car ads go, it’s got all the expected car shots and the ending brings it back down to earth. It’s deliberately a bit pretentious to land the gag at the end. There is a truth to people checking out their car reflections so it’s grounded in an insight.
Could it be that times have change and that Audis are now sought after by exactly the kind of buyer you two claim not to be? In my experience, Audi seems to be the go-to car for people on the make and those who want to flaunt their Q7-sized pay cheques. It could be an inner-Sydney thing, but that’s the general vibe I’m getting. And if those people spend money and pay for their costly services, why wouldn’t Audi go there? Oh–for the record, I’d trade my pedestrian Passat wagon for an RS6 wanker wagon in a heartbeat.
For the agency, for the director, for the brand, for Richard Roxburgh.
I’m also a long term Audi driver and have an order in for a Q8, which will be Audi #7 over the years. I’m appalled and embarrassed by this ad. If I had seen the ad I’d not have put in an order. These wankers in agency land just branded Audi buyers with a very wanker image. Audi Australia research the fuck out of owners, on service, dealer satisfaction et al – how did they not test this shit?