Audi ads say the A6 e-tron is as aerodynamic as a paper airplane

Cars always have a toy-like quality—there’s playfulness and fun and the core. Audi UK leans into this not through toy cars but toy airplanes in a BBH campaign highlighting the A6 e-tron’s aerodynamic nature. Out-of-home ads from BBH London show folding instructions for the A6, as though it were a paper airplane. Subsequent placements show the car assembled and ready to fly. PHD handled the media. “Itʼs a quiet yet powerful expression of Audiʼs essence, capturing attention without loud dramatization,” said Uche Ezugwu, BBH creative director. “Itʼs not just another car ad. It breaks the mold of what a launch should be, showcasing innovation and performance in the most refined, effortless way.” This idea came from Simon Finn and Matthew Chong, junior creatives enrolled in BBHʼs eight-month creative incubator course, Barn. Digital OOH executions show the airplane flying. “This perfectly captures the Audi spirit—subtle, refined and innovative,” said Tony Moore, head of marketing at Audi UK. “It showcases our dedication to cutting-edge design and performance, while reflecting our drive toward an electric future.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Audi ads say the A6 e-tron is as aerodynamic as a paper airplane

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