Marketing ,

ARGUABLY Frank Sinatra’s greatest hit has been recreated as a dreamy backdrop to an advertising campaign for Audi’s SUV range.

“Strangers in the Night” has been turned down with the lights in the hands of creative agency The Monkeys as it forms the introduction to Audi’s Q range and begins broadcasting on television, out-of-home advertising and on digital channels.

Audi Australia’s chief customer and marketing officer, Nikki Warburton, said the campaign showcases “the beauty and intelligence of our Q range – from the all-new Q3 Sportback, right through to the new Q8.”

“Australians love clever technology and we’re excited to showcase plenty in the newest, youngest and most advanced SUV range in the premium category,” she said.

The campaign is part of a rev-up by Audi of its 27 models launched this year – with two models still to be unveiled – to mark the biggest new-model reveal in the car-maker’s history.

The ad was directed and co-directed by Sweetshop’s Noah Marshall and Nick Kelly respectively and features a re-composed version of “Strangers in the Night” by composer Elliott Wheeler and sung by contemporary jazz singer Kristin Berardi.

The Monkeys’ creative director Scott Dettrick said: “The Audi Q range is so progressive that even the most tech savvy among us will be drawn to it – day or night.”

“In this campaign, we wanted to dramatise this in a beautiful and sophisticated Audi way.”

Because Victoria has a different Covid-19 environment, an additional spot has been developed which will run only in that state.

Audi Australia last year unveiled a sweeping customer-focused value-added plan as part of a multi-model attack on the market to revive a two-year slump in sales.

The new direction saw price reductions and increased features introduced this year, along with the start of the brand’s “electric journey” with two e-Tron EV models slated for sale by the end of the year.

Last year, in an interview with GoAutoNews at the Bathurst 12 Hour endurance race, Audi Australia director of product planning and pricing Shawn Ticehurst said: “In 2020 we have an unbelievably exciting year. I can’t recall a year like we are looking at in 2020, after 26 years in the business.”

By Neil Dowling

Manheim
VACC
Schmick