Audi Australia managing director Andrew Doyle said the new campaign shows people the passion and commitment behind the company and what is driving Audi forward.

Though Audi is the youngest German luxury brand on the Australian market, Mr Doyle said: “We’ve spent more than 100 years striving to ‘out-do’ every milestone, every piece of technology we have ever created, to deliver the best in premium quality and craftsmanship for our customer.

“Recent research by us shows that luxury car buyers don’t have a clear understanding of the way Audi has consistently challenged conventional thinking through the ages and this is what the new campaign seeks to address.

“The campaign details the aspiration, inspiration and sheer hard work of the people who build Audi vehicles, for the pleasure of those who own and drive them.”

The advertising campaign, which uses archival film, is in three parts:

•  ‘Challenges’ refers to Audi’s technological milestones
• ‘Details’ which looks at attention to detail and quality
• ‘Audi versus’ which combines its heritage as an innovator.

The campaign, voiced by Audi brand ambassador Richard Roxburgh, will be launched as three separate 60-second TV spots and followed up with a 30-second version of each. It will be supported with a social media push, online videos and screened in Hoyts Lux cinemas.

Audi Australia general manager of marketing Kevin Goult said the campaign did not require any new material to be shot.

“Audi and the creative team at 303MullenLowe found that the archival footage was comprehensive, detailing so many innovations throughout the ages that nothing new was needed,” he said.

Audi’s new brand television campaign started last week.

By Neil Dowling