The Drive by Audi Australia
The Drive by Audi Australia
The Drive by Audi Australia
Australia – Audi’s new campaign, The Drive, is part of its efforts to reconnect with house-bound Australians.
Created in partnership with We Are Social Australia, the four-hour long slow tv ad allows viewers to experience the relaxing nature of a long road trip from the confines of their own home. Showing scenes of Australian landscapes captured from the new Audi A6 Sedan, the film is intended to give viewers the immerse, emotive feel of a scenic car journey during Covid-19 lockdowns.
As people seek ways to enjoy the great outdoors despite being at home, Audi’s campaign provides a sense of calm and escapism in an otherwise anxious climate. To enhance the soothing mood of the film, composer John Hassell created its score in isolation from his studio in Marseille.
Even during this period of isolation, the attention span of consumers is being stretched across multiple digital outlets. In The Focus Filter, we identify ways that brands can help consumers curate their digital consumption.
