Audi Mechanics vs Service
Audi Germany has released a new advertising campaign encouraging buyers to make use of their service. “Mechanics”, a television commercial, “Mechanics”, shows an Audi driver being pursued by desperate and unruly mechanics, on his way to an Audi service centre. The commercial drills into the massed mad chase motif usually found in zombie films. The final tagline: ” Damit Dein AUDI nicht in falsche Hände gerät” (Don’t let your Audi fall into the wrong hands). The campaign is designed to remind buyers that the “Vorsprung durch Technik” (Advancement Through Technology) promise extends beyond the development and production of a new car. The brand’s aspiration also holds good for customers’ everyday lives when it comes to service.
We’ve posted here the director’s cut, from Sebastian Strasser’s Vimeo channel.
Silke Miksche, Head of Marketing Communications Germany: “The subject of “service” is of tremendous importance both for the customer and for us as car manufacturer and our dealerships – and yet it has so far not been the focus of our communications. The way we approach the subject is altogether unexpected – emotional, spectacular, epic. In other words, this is truly big-screen stuff.”
Stefan Schulte, Managing Director Creation, thjnk berlin: “It’s fantastic to tell stories – preferably on a grand scale. No matter which medium it’s in, good storytelling is and will remain the most important component of successful communications.”
The Audi Mechanics campaign was developed at Thjnk, Berlin, by executive creative director Stefan Schulte, creative directors Siyamak Seyedasgari, Matthias Walter , art directors Inga Oßenbrügge, Mike Wenzel, Anika Zanter, copywriter Daniel Lamprecht , consulting managing director Hendrik Heine , account director Nicole Bierwolf and account manager Dominik Schäfer working with Audi Germany head of marketing Markus Siebrecht, head of marketing communications Silke Mitksche and project director Stephanie Köpcke.
Music is by Raife Burchell (Dirty Soup) and Robert Cairns.