U.K. Audi ad links launch to Hong Kong

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LONDON - Audi is linking its latest TV spot in the U.K. to current events. An ad for the launch of the Audi A6 broke on May 31 to coincide with the British hand over of Hong Kong to China. The theme of the spot by Bartle Bogle Hegarty, London, "ties in directly with this monumental event - consumerism meets communism - and positions the new Audi A6 as an object of Western desire," according to a statement by the car maker.

"We have chosen to associate the launch of the new Audi A6 with Hong Kong because in its own way, it is an equally monumental event," says Neil Burrows, head of marketing at Audi U.K.

The spot, shot on location in Hong Kong, opens with Hong Kong police boarding an oriental fishing boat off the South China coast to search for smuggled Western goods. As the reportage-style voice-over highlights the impact of consumerism on communist society, the camera shows the police returning to their patrol boat, unable to find anything. The camera cuts from the boat and moves underwater to reveal a huge rubber bag being trawled behind and the newscaster's voice refers to the resulting desire for "advanced consumer goods."

The shot dissolves to a remote waterside warehouse where the rubber skin is removed to reveal the new Audi 6. The voiceover notes that some consumers are one step ahead.

Copyright June 1997, Crain Communications Inc.

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