Audi uses Superman alter ego Clark Kent in 'understated power' campaign
Audi is using Superman's alter ego Clark Kent in its latest ad campaign, to promote the "understated" power of its RS 6 Avant model.
Audi: campaign features Superman alter ego Clark Kent as played by Christopher Reeve
The campaign, by BBH, is led by a TV ad (below) featuring renowned renowned boxing referee Tony Weeks in the midst of a bout between cruiserweight champion fighters, Steve Cunningham and BJ Floresand.
Weeks is shown controlling the fight in an authoritative manner before walking down the tunnel towards his RS 6 Avant and departing the arena. The ad ends with the line, "Power from a less obvious place."
A follow-up print execution shows the RS 6 Avant model itself, with the additional tagline: "No mouth. All trousers."
It marks the first campaign by Audi since the appointment of its new
Ratcliffe said: "There could be no better illustration of the understated performance of the RS 6 Avant than the quiet authority of Tony Weeks - one of boxing’s most famous and well-respected referees.
"The film perfectly captures power and dignity, attributes reflected in the RS 6 Avant – an understated estate car, which puts some supercars to shame."
This article was first published on marketingmagazine.co.uk
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