For Audi, thjnk sends robots out onto the streets

For Audi, e-tron is one answer to the motoring challenges of the future. With this in mind, Hamburg-based creative agency and AUDI AG joined forces to develop a TV commercial for the new Audi A3 Sportback e-tron. It will be broadcast for the first time this week in countries such as Germany, the Netherlands, France and the UK.

At the start of the TV ad, which is entitled “Powerwalking”, the focus is not on a car, but rather on a group of dancing robots. Although they perform the wildest moves, it’s not long before they’re out of breath. A single red robots stands out; it changes its drive system and keeps on dancing. The camera pans and this robot turns into the Audi A3 Sportback e-tron.

Michael Finke, International Head of Marketing at AUDI AG: “e-tron technology will be a key part of the future of motoring. With this commercial, which coincides with the start of the IAA in Frankfurt, we are providing impressive proof of Audi’s commitment to leading the way with the most sophisticated system.”

Gerrit Zinke, Chief Executive of the Director Group at thjnk Hamburg, had this to say: “With our dancing robots, we have created an iconic image that perfectly encapsulates the new Audi e-tron technology.” Creative Director Tobias Ahrens adds: “Following our Perfect Fit TV ad for the Audi RS6, this film is yet another excellent piece of work that generates enormous potential on account of its charm and light-heartedness.”

The new film was directed by Noam Murro in collaboration with Tony Petersen Film. The effects, and the robots in particular, are the work of London-based post-production company Framestore, whereas the soundtrack Down the Road was contributed by French DJ collective C2C.

The film will be shown on the TV channels with the greatest reach from 9 September.

The Audi team:
Head of Advertising: Michael Finke
Project Manager: Cristian Grajales

The thjnk team:
Creative Directors: Gerrit Zinke, Tobias Ahrens
Account Director Group: Florian Schramm
TV Producers (thjnk film): Thomas Nabbefeld, Florian Weber

Film production:
Tony Petersen Film