Audi with Ben Shaw, Head of Strategy at BBH, London
The successful evolution of the Audi brand and its definition of "Progressive Premium" reflects the success of the relationship BBH has had with Audi for decades. Shifts in the definition of modern luxury meant a shift for Audi. Playfulness had replaced formality. Status meant something different. And the younger luxury buyer that Audi targeted was looking for different identity signals. This led to Beautiful Cars with Amazing Brains and the memorable "Clowns" spot. See the work below.
Referenced work
TV Spot Clowns
“Beautiful cars with amazing brains” was brought to life in this playful, memorable spot that connects the vehicle’s features with how it reacts to roads full of clowns.
TV Spot Spin
Audi reminds us that speed isn’t everything in a sports car. Again, reinforcing beauty and brains.
TV spot for Kenzo Fragrance
Ben tells us how this spot from Kenzo reflected the agency’s sense of how playfulness had made its way into modern luxury.
