Audi A5- a fairytale campaign

 Audi launched a new campaign in order to promote the new car model- Audi A5. This model was inspired by an experimental model developed many years ago and has the same cutting-edge concept and vintage look. But Audi has always had a strong focus on innovation and technology, a concept that was brought to life in this ad, titled ‘The Swan’, the ad meant to promote the new model.
The spot represents how its unique concept developed in 20s have led to today’s aerodynamically efficient model, Audi A5. The concept and the story of the model is properly emphasized by the Hans Christian Andersen’s story-The Ugly Duckling:

The black-and-white creative features shots of an early concept car driving through a village, watched by disapproving locals. The ‘ugly duckling’ then transforms into the Audi A5, communicating the message that the Audi has a brand heritage and a history behind that allowed them to create a unique new model.
As long as most people are familiar with The Ugly Duckling fairy tale, this campaign will have a wide appeal, a simple story, well-told, goes a long way. The Audi spot triumphed from a shortlist of ads shown in March and April, voted on by Thinkbox’s Creative Academy of ad industry experts. Procter & Gamble’s ‘Best job’ came second, while Weetabix claimed third place.(According to http://www.iqads.ro)
 As we have seen, many brands use different approaches like fairy-tales and fairy characters in order to promote their products. They want to stand out from the crowd and in the same time they want to benefit of the positive feelings that consumers may have in relation with the story in case. People like more and more to go back in the past and to remember the good moments from their childhood and this may be a niche ready to explore by brands.

Maria Bogus