The Audi A3 Sportback is a new kind of vehicle, but Ogilvy Johannesburg, who conceptualised the new Audi television ad, believe it is also symbolic of the lifestyle of the first of a new generation: the Straddler whose life is a balance between excitement and responsibility.
Typically aged between 25 and 35, the Straddler may be found in a nightclub on a Saturday night and at a garden nursery the next morning. And the Audi A3 Sportback, in combining the dynamism of a sports car and the versatility of a five-door, is punted as the perfect fit for this generation.
The 30 second television commercial that began airing on 17 July 2005 sees a representation of a Straddler introduce himself as a unique individual who is a sum of contradictions, defining the new kind of 'normal'.
As he speaks, we see a series of computer generated animations that illustrate the points he is making before we are introduced to the Sportsback itself and its campaign line: 'A new kind of Vorsprung'.
Audi of South Africa Marketing Communications Manager Chayne Brand says: "We have always said that Vorsprung reflects not only our cars, but also our drivers. By identifying the Straddler target group, and conceptualising communication that resonates directly with this person, we are highlighting the seamless fit between the dynamism, innovation and versatility of the Audi A3 Sportback with the lifestyle of a new generation of driver."
