Audi Ahab Seeks Quattro

Audi is running “Ahab”, an advertising campaign for the Quattro inspired by Herman Melville’s 1851 novel Moby Dick. In the novel Captain Ahab patrols the sea searching out Moby Dick, a white sperm whale that destroyed his ship and bit off part of his leg. In “Ahab” a snow patrolman in Alaska, played by David Florek, vainly waits for the day when he can hook a stranded Audi that has succumbed to the snowy road conditions.

Audi Quattro Ahab commercial

Bad Customer: Whenever the roads get real nasty, that’s where you’ll find Audi quattro®… laughing.

The Beast: Some say it’s a myth, a childhood fantasy, or just another campfire tale. But for those who’ve witnessed the superior performance of Audi quattro®, seeing is believing.

Trophies: The legend of quattro® continues as a modern day Ahab battles snowdrifts and white-outs in pursuit of a white whale of an entirely different nature. If he can’t catch it, is there anything that can?


The Ahab campaign was developed at Venables Bell & Partners, San Francisco, by executive creative directors Paul Venables and Will McGinness, creative directors Tyler Hampton and Erich Pfeifer, art director Matt Miller, copywriter Matt Keats, director of integrated production Craig Allen and agency producer Joyce Chen.

Filming was shot on location in Alaska by director Daniel Kleinman via Epoch Films with director of photography Toby Irwin, executive producer Lisa Margulis, producer Jennifer Barrons, local director of photography Jamin Conn and assistant director DK Johnston.

Editor was Steve Gandolfi at Cut + Run, Los Angeles, with assistant editor Sean Stender, executive producer Michelle Burke and producer Christie Price.

Post production was done at The Mill, Los Angeles, by VFX producer Adam Reeb and Flame artist Gareth Parr. Colorist was Sean Coleman at Company 3.

Sound was designed at 740 Sound Design by executive producer Scott Ganary and sound designers Eddie Kim, Rommel Molina, Andrew Tracy. Original music was by Human Worldwide. Sound was mixed at Lime Studios.

  • Kellie Godwin

    What is the name of the music used in this commercial? Especially the part at the end? Is it from something else? I can’t find the answer anywhere.

  • jon

    I like the idea, but think it’s overwritten. His dialogue sets up the joke too much. Everything is a pun/double entendre. Probably the writers haven’t actually read moby dick because this guy seemed nothing like Ahab. Ahab’s entire motivation was vengance for taking his leg off. It wasn’t that he just wanted to hook the white whale as a trophy, the way this guy wants the audi. So, while the idea is good, it gets a b- for execution in my book. Would have been better to forget the moby dick thing and just make it about a tow truck guy who never got his audi. That in itself is a strong enough idea, but adding the Ahab layer just takes away from it.

    The music is probably original but a pretty big ripoff of Fargo.

  • Ricky

    yes, fargo or the sweet hereafter?