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A less obvious place

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

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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.

Recently an Ad Week article said it perfectly: ‘You're not the first guy who climbs into the ring and beats the crap out of the second guy. You're the third guy who makes sure the two muscle machines punching each other in the face are following the rules while they do. That's why you drive an Audi station wagon".

Agency: BBH, London
Creatives: Simon Pearse and Emmanuel Saint M'Leux
Creative Directors: Matt Doman and Ian Heartfield

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