Audi Australia sets pulses racing in ‘Raised by Racecars’ R/RS campaign via The Monkeys
Audi Australia has launched an exhilarating multi-channel marketing campaign via The Monkeys, part of Accenture Interactive, to herald the arrival of the largest high-performance vehicle line-up in the brand’s history.
The campaign draws on Audi’s legendary motorsport heritage, and is centred around a simple truth: every contemporary Audi R and RS model is part of a family. But not just any family, a family of all-conquering race cars that has dominated racetracks all around the world, for generations.
Says Nikki Warburton, chief customer and marketing officer at Audi Australia: “Audi has a long history of brave innovation, and throughout our history, many of our greatest achievements have been earned in the crucible of motorsport – on acclaimed racetracks all around the world.
“The lessons learned on the track translate to the road, in the technology inside our high-performance R and RS vehicles. These incredible cars shine a halo over the entire Audi range, and with our ‘Raised by Racecars’ campaign, we are telling the amazing story behind our sports car credentials. It’s an exciting opportunity to get Aussie pulses racing as we launch the largest high-performance line-up we’ve ever had.”
Says Scott Nowell, co-founder and group chief creative officer, The Monkeys: “‘Raised by Racecars’ perfectly captures the motorsport DNA in every Audi RS, and it’s a platform we’re excited to build on.”
The integrated multi-channel campaign is currently in market across broadcast television, out-of-home advertising and also in digital formats.
The new Audi R and RS high-performance range has been available in showrooms, and for online purchase, since July 24th.
The range includes:
– RS Q3
– RS Q3 Sportback
– RS 4 Avant
– RS 5 Coupe
– RS 6 Avant
– RS 7 Sportback
– RS Q8
– TT RS Coupe
– R8 Coupé
– R8 Spyder
Full details on all the models are available at:
https://www.audi.com.au/au/web/en/model-range/r-rs-range.html
Audi Australia
Chief Customer and Marketing Officer – Nikki Warburton
Senior Brand Marketing Manager – Andrew Younis
Marketing Communications Manager – Kit Bashford
Senior Marketing Executive – Evangelia Kirpichnikov
Creative Agency: The Monkeys, part of Accenture Interactive
Co-founder & Group Chief Creative Officer: Scott Nowell
Creative Director: Scott Dettrick
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Head of Production: Penny Brown
Senior TV Producer: Kaija Wall
Managing Director: Matthew Michael
Group Account Director: Shannon Duhig
Senior Content Manager: Ruth Peck
Business Strategy Director: Kit Landsdell
Supporting Agency: Adam Johnson Design
Creative Director: Adam Johnson
18 Comments
No Quattro S1?!
I could be raised by wolves, doesn’t make me a wolf. Think they let the pun get away from them. And I love clever puns. (Still cant believe Hungry Jack’s Big Jack, genius).
But this doesnt work. Strategy is thin. Sorry I’m gettin Audi here
A wall to wall vo, even a slightly ironic one, is still a wall to wall vo.
I’ve seen this a lot on TV, and wondered who did it. On the plus side: at least it sticks to a single-minded proposition of racing heritage, while getting in the Napa leather etc luxury brand attributes. And the words are a bit craftier than your average car commercial. But the pictures are predictable and formulaic, not a million miles from your average car commercial. In short, there’s no advertising idea as such, just a decent strategy delivered in a workmanlike way.
No production credits?
As an Audi RS owner it feels like you’re trying to make this a laconic laid-back everyday everyman ‘G’day cob!’ Toyota.
It really isn’t. It belongs to snobs and lead-foots who know how to drive and don’t want to be a wanker in a bimmer or a merc. If you’d driven one around Sydney for a day or two you’d have much better insights into the car. It’s not the Toyota 86.
Stock shots from overseas with a VO. Feels like an animatic?
Seen this on TV a bit too and I honestly assumed the client had just taken the European assets straight to a production house and skipped the agency. Can’t understand why there is a country american guitar twanging away in the background. Would be a good ad for the mustang though.
The worst work the Monkey’s have PR’d.
Sales are up guys. Save your money.
Terrible VO.
I know this is not the point, and the joke that they are making, but it still enormously bugs me. Ralph Waldo Emerson said ‘the apple never falls far from the tree’. Pedantic? Sure. But this annoys me every time I see it.
His father was a mudder, his mother was a mudder!
Put just a little effort in, your client deserves better.
An ad for Holden for Audi
Not exactly worth the PR. Looks and sounds like I did it in iMovie.
Probably a similar brief to this i’d say. https://www.youtube.com/watch?v=nHJw0VP4gk4
If the VO guy didn’t sound like he was trying to pee in your pocket and there was a tiny amount of sophistication to the music this wouldn’t be so bad. Just so off-brand it’s almost funny.
This is the most unAudi Audi ad I’ve ever seen.