Hasta La Ideas

BBH has launched a new advert to promote the Audi RS 6 directed by Jonathan Glazer and starring US boxing referee Tony Weeks.

The 60-second spot, which aired yesterday, follows a fight between boxers Steve Cunningham and BJ Flores. The boxers enter to applause and flashlights but the focus of the ad quickly turns to Weeks, who darts around the ring as he controls the match.

It’s the latest in a series of epic ads created by BBH for Audi – in 2011, the agency released a beautiful two-minute film capturing the Le Mans driving experience, followed by last year’s black-and-white video based on children’s tale The Ugly Ducking, which followed the brand’s evolution from the 1920s to the present day.

The film will be accompanied by print and online ads starring other powerful characters, including a print ad featuring an image of Christopher Reeves as Clark Kent. It’s a memorable strap line, and the use of Weeks and real boxers adds some authenticity to the spot while helping to capture the drama of a real title fight.

Credits
Creative team: Simon Pearse and Emmanuel Saint M’Leux
Creative director: Matt Doman & Ian Heartfield
Production company: Academy
Director: Jonathan Glazer
Producer: Simon Cooper
VFX / online: MPC, London
Sound design: Wave
Music: Soundtree

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