David Blecken
Oct 2, 2018

Audi presents the A8 as a meditative cube

The carmaker emphasises tranquility over product features in a new TV campaign for Japan.

Audi has launched a TV campaign for its A8 model that presents the car as a meditative sanctuary from the outside world.

Developed by Wieden+Kennedy Tokyo, the work follows a recent spot for the A7 ‘Sportback’, which depicted a suit-wearing city runner who becomes one with the car.

The TVC for the A8 shows a man meditating in the frame of a large box at a tranquil lake, on a rooftop overlooking a cityscape, and at a deserted beach. It then cuts to him seated inside the car.

The commercial is supported by print work that also features the car separated from its environment by a subtle box outline.


 

 

Campaign’s view: Both this and the spot for the A7 are pleasantly abstract and understated, and distinct from typical automotive advertising in that the emphasis is on the car as a concept and an enabler of peace-of-mind rather than as a product.

The idea of the car as a calm, private space carries more weight than that of the car as a means of finding freedom. Tokyo’s dense traffic means city drivers rarely get a sense of the open road. But, in contrast to commuters on packed rush-hour trains, they do benefit from comfort and room to think. As people see ever fewer practical reasons to own a car but invest more time and effort in finding a respite from the stresses of daily life, that is a strong selling point. 

Source:
Campaign Japan

Related Articles

Just Published

21 hours ago

Agency Report Card 2024: Dentsu Media

Dentsu Media navigated a turbulent 2024, marked by financial pressures, leadership instability, and structural reorganisation, even as it pushed forward with AI investments and selective market successes.

21 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

23 hours ago

Google enhances ads portfolio with new AI-powered ...

The tech giant unveiled a series of updates to Google Ads, analytics and search, including launching agentic AI tools.