Audi's Latest Spot Simply Shows a Car Cooling Down
Spot for the RS4 Aims to Cut Through Without Music or Words
Jan 22, 2018
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."