Audi's latest ad, for the RS4 Avant, has no soundtrack, music or words. Instead, all we see is the car in a garage after a race, cooling down.
The ad, directed by Dan DeFlice of Pulse for BBH London, simply focuses on the noise the car makes-- its brake pads sizzle, its fan hisses and the metal creaks, as we're put in mind of a horse panting and sweating after a race. It ends with the tagline "The unmistakable sound of the new Audi RS 4."
Ian Heartfield, executive creative director at BBH, says in a statement: "Cooling Down is a brutally simple product demo designed to cut through the clutter of complicated comms in an ad break. The menacing good looks of a stationary RS 4 and the sound it makes when the engine is turned off, is all we need to imply a message of awesome performance."