Audi Australia launches new ‘Irresistibly Advanced’ Audi Q campaign via The Monkeys
Audi Australia has partnered with The Monkeys, part of Accenture Interactive, to promote its new Audi Q range of SUVs.
Set to execute its biggest new model launch in market to date, with 27 models launching this year, Audi tasked The Monkeys to develop ‘Irresistibly Advanced’ an integrated campaign to position the Audi Q range as progressive and desirable.
The campaign will run on broadcast television, out-of-home advertising and across digital channels.
Directed and co-directed by Sweetshop’s Noah Marshall and Nick Kelly respectively, the campaign film features a re-composed version of Frank Sinatra song Strangers in the Night by acclaimed composer Elliott Wheeler and contemporary jazz singer Kristin Berardi.
Says Scott Dettrick, creative director, The Monkeys: “Innovative technology and design have a natural allure most of us can’t ignore. We are compelled to carry it with us every day.
“The Audi Q range is so progressive that even the most tech savvy among us will be drawn to it – day or night. In this campaign, we wanted to dramatise this in a beautiful and sophisticated Audi way.”
The launch of the new campaign aligns with Audi Australia appointing The Monkeys to its roster as lead brand creative agency.
Says Mark Green Accenture Interactive ANZ lead and The Monkeys cofounder and group CEO: “Audi is an iconic brand and The Monkeys feels privileged to be given the opportunity to lend a hand in Australia. The team at Audi are ambitious marketers and we look forward to making great work together.”
Says Nikki Warburton, chief customer and marketing officer, Audi Australia: “We are delighted to be working with The Monkeys on the Audi brand in Australia.
“Our new campaign provides us with a great opportunity to showcase the beauty and intelligence of our Q range – from the all-new Q3 Sportback, right through to the new Q8.
“Australians love clever technology and we’re excited to showcase plenty in the newest, youngest and most advanced SUV range in the premium category.”
In respect of the current COVID-19 environment, an additional spot has been developed which will run in Victoria, view it here:
Client: Audi Australia
Chief Customer and Marketing Officer: Nikki Warburton
Senior Brand Marketing Manager: Andrew Younis
Marketing Communications Manager: Kit Bashford
Senior Marketing Executive: Mick Colgan
Creative Agency: The Monkeys, part of Accenture Interactive
Cofounder & Group Chief Creative Officer: Scott Nowell
Creative Director: Scott Dettrick
Copywriter: Harry Boothman & Bart Pawlak
Art Director: Joash Tham & Simon Cox
Designer: Mel Watson
Head of Production: Penny Brown
Senior TV Producer: Kaija Wall
Senior Integrated Producer: Tanith Williamson
Managing Director: Matthew Michael
Group Account Director: Shannon Duhig
Senior Content Manager: Ruth Peck
Business Strategy Director: Kit Landsdell
Production Company: Sweetshop, Sydney
Director: Noah Marshall
Co-Director: Nick Kelly
DOP: Stefan Duscio
Executive Producer: Llew Griffiths
Managing Director: Edward Pontifex
Casting House: Mullinars
Edit House: The Editors
Editor: Tim Mauger
Artist: Stu Cadzow
Colourist: Company 3 – Tom Poole
Executive Producer: Alistair Pratten
Soundtrack: Re-record of “Strangers In The Night”
Music License: Turning Studios
Composer: Elliot Wheeler
Producer: Carla de Menezes Ribeiro
Record & Mix:
Studio: Song Zu
Producer: Katrina Aquilia
Engineer: Simon Kane
Publishing Rights to “Strangers In The Night”: Level Two & Universal
Photography Production:
Production Company: Flint
Photographer: Andreas Smetana
Producer: Tim Berriman
Retouching: Cream Electric Art
Production Partner: Adam Johnson Design
Creative Director: Adam Johnson
21 Comments
In a fast German car
I’m amazed that I survived
An airbag saved my life
i guess it’s better than the last one where they’ve just repurposed global assets?
Remember this beautiful spot for VW
Under Milkwood and a night drive, oh the beauty.
Nice one Monkeys, you made the Kmart version of it.
https://youtu.be/5U9I7QrpSkk
You might be right but what an absolute twat of a comment that is.
The type of comment you expect from someone who bags Kmart but buys their budget 3 pack underwear for there.
Just Volkswagen night drive?
https://www.youtube.com/watch?v=5U9I7QrpSkk
Will work fine for tv etc. but what a waste of time and effort for anyone creatively involved in this poor recreation of Volkswagen Nightdrive. Can’t imagine anyone will be brave enough to put it in their folios
Sorry you lost the account.
Not saying they ripped this off, but this is a classic https://www.youtube.com/watch?v=5U9I7QrpSkk
Australian client: “Where’s my car and target market?”
At least they look perfect straight out of bed. We like our car ads bland down here.
What am I missing? Is it ultra quiet? Solar powdered? Why does it only drive at night? So confused
Is Audi the Holden of luxury European vehicles?
This is very triggering
Not disagreeing with you. Having done more than a few car ads down under it’s remarkable if the marketing managers:
• Allow you to have an idea
• Let you do an ad without showing almost anything of the car
• Let you do an ad without their ‘target’ market of -100 to 400 year olds of every race and sexuality / non-sexuality.
Bloody amazing this was made tbh.
Maybe they drive their Audi’s at night so they’re less likely to be seen in them?
The 30s is pretty cute. The 1 minute is just a boring montage, edited in a way that the idea is lost.
Done a lot better sometime ago!
This is pretty good. The only similarity to the VW spot being referenced is that it’s at night. I agree with one of the commentators that the 60 edit is confusing – that would be my only critique. Missed opportunity to really nail the narrative.
Very unmemorable
And once again fails to explain just what ‘vorsprung durch technik’ means to Australians – or why they should part company with more tan $60k for the pleasure of driving off with it. Stranger than shite.
I saw the outdoor for this. You literally can’t see the car.