thjnk produces international TVC and print campaign for Audi

The launch campaign for the new Audi A3 Sportback will begin in a few days. The brief was to portray the vehicle’s many innovative features in signature Audi style.

For the Audi A3 TVC, we weren’t just able to secure the services of director Sam Brown (production company: Trigger Happy Productions), but were also granted permission to use the well-known track Harder, Better, Faster, Stronger from French electro duo Daft Punk.

Creative Director Gerrit Zinke: “It’s tremendously exciting to keep working with the client to further develop and revamp the presentation of the ‘Vorsprung durch Technik’ promise.”

As of 2 February, the TVC will air in 30 and 45-second versions in many countries, shining the light on technologies such as the MMI touch operating system, TFSI engine and quattro four-wheel-drive system – all to the musical accompaniment of Harder, Better, Faster, Stronger.

The print materials, developed with photographer Uwe Düttmann, harness the arrow used as the key element in the TVC and also serve to get across the technical highlights of the new Audi A3 Sportback.

Razorfish have developed a special website that, running parallel to the TV and print campaigns, will showcase the innovative features of the new Audi A3 Sportback – and also feature the arrow as a key element.


The Audi team:
Head of Marketing: Lothar Korn
Head of Advertising: Michael Finke
Project Manager: Reinhard Hupfer

The thjnk team:
Creative Direction: Gerrit Zinke, Tobias Ahrens
Art Direction: Tilman Gossner, David Scherer; Copywriter: Christian Hansmann
Account Director: Niklas Kruchten, Account Manager: Lilly Andresen