Twitter Facebook Vimeo

A less obvious place

1 min, 3 sec read
7:00 AM | 7 October 2013

   •       •   
Become an FR Writer

Power comes from many places. Audi's "The Ring" celebrates it's newest release with the authoritative figure of a boxing referee.

Sitting on my sofa at home one evening and an advert catches my eye. A boxer climbs into the ring with another boxer and they begin battle. The referee is there doing his job, breaking up the bad hits and keeping the 6ft boxers from crossing the line. The referee is a hardened man with arms of steel and a stern look. He controls the entire match till the end and then walks off down the tunnel into the darkness.
 
Out of the darkness the most gorgeous bit of copy fades in as an Audi 560PS RS 6 Avant emerges and the tagline is produced. ‘Power...from a less obvious place’. It makes you think about the message, understand it and then appreciate it. A beautifully art directed advert with powerful copy that champions Audi's message.

More stories

  1. Failures wanted

    Course leader behind The Watford Creative Ad School, Tony Cullingham, explains why it's okay to fail at your GCSE's and how your adventure is just beginning.

  2. The Male Copywriter

    A proud nominee of the 2017 Webby Awards and a cult sensation in the creative realm, Lawson Clarke, aka the Male Copywriter, announced his freelancer status with a tongue-in-cheek domain name and an unconventional portfolio site.

  3. What is modern PR?

    Technology and media breakthroughs are forever rewriting the public relations rule book, Valerie Tan, explores what modern PR is today.

  4. Drama at university, is it worth an applause?

    Drama student Azan Ahmed answers the popular question. Is it worth studying drama at university?

  5. 10 ways to ace your Skype interview

    Do you have a Skype interview coming up? Pamela Dollesin has you covered with 10 tips to prepare for any Skype interview.

  6. Single life as a creative: get over the break up

    Have you been through the tragedy that is a creative team break up? We have the tips you need if you're in need of a new creative partner.

×