Audi Germany and thjnk Berlin stage spectacular coup.

In the style of a Hollywood blockbuster, Audi Germany joins forces with the Berlin branch of the thjnk agency group to raise the new S line style Special Edition to new heights. Under the basic concept “full of exclusive optional extras,” the commercial is geared to showcasing the desirability of the Special Edition that offers a wealth of high-grade interior and exterior features for models ranging from the Audi A1 to the Audi A7.

The storyline: A transporter loaded with Audi S line style Special Edition models is hijacked in spectacular fashion while travelling at full speed through the urban hustle and bustle of a big city…
Silke Miksche, Head of Marketing Communications at Audi AG in Germany: “With the S line style Special Edition, we offer our customers even more customisation options. Part of the scope is available exclusively in this edition, naturally making the S line style all the more attractive. It’s this attractiveness that we aim to highlight with the campaign – in an incisive, exciting and entertaining way.”

Stefan Schulte, Managing Director Creation at thjnk Berlin: “The core of the S line style Special Edition helped us to define a clear message: desirability. Especially for a premium brand like Audi, that’s extremely important. And that’s why we set our sights on showcasing the Special Edition in spectacular fashion for a full 60 seconds in the style of an action movie.”

Alongside the carmaker’s broad-based partnership with the Berlinale and product placements such as most recently in The Avengers, Audi is once again underscoring its close affinity with the silver screen in this campaign.

The director was Paul W. S. Anderson (responsible, among other things, for such Hollywood blockbusters as Resident Evil, The Three Musketeers and Pompeii). Production was handled by Markenfilm Berlin. Photographer Holger Wild produced the print motifs. The campaign is now running in premium environments on high-reach TV channels and in cinemas, flanked by diverse digital environments as well as advertisements in consumer and trade publications.

The commercial

Responsible on the client side:
Head of Marketing Communications Germany: Silke Miksche
Project Director: Stephanie Köpcke

Responsible on the agency side:
Managing Director Creation: Stefan Schulte
Creative Director: Siyamak Seyedasgari, Matthias Walter
Creative Art: Inga Oßenbrügge, Mike Wenzel, Anika Zanter
Creative Copy: Daniel Lamprecht, Verena Kessler
Managing Director Account: Hendrik Heine
Account Director: Nicole Bierwolf
Account Manager: Dominik Schäfer

Responsible on the production side:
Film production: Markenfilm Berlin
Director: Paul W.S. Anderson
Post production TV: Unit Postproductions
Music: Felt Music
Photographer: Holger Wild
Post production Print: Zerone