The TV ads, created by Bartle Bogle Hegarty, promote Audi's flagship car, the 12-cylinder A8 6.0. Marketing director Gary Savage said the commercial was a 'renaissance of the "Vorsprung durch technik" line', adding that Audi wanted to use the slogan more consistently across its marketing communications.
The execution breaks on 11 September and is set in a dark, disused warehouse.
An A8 is surrounded by a group of sinister-looking people who perform forensic tests on the car to establish the make-up of its DNA. When they analyse their findings, they discover the line 'Vorsprung durch technik'.
The commercial will be supported by print and outdoor advertising using the DNA theme. Bartle Bogle Hegarty has also created an online microsite for the campaign, which will run into the first quarter of 2005.
In the 12 months to July, Audi achieved a 6.4% year-on-year increase in new-car sales.
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