The ad, created by Bartle Bogle Hegarty London, forms part of an integrated campaign, "presence redefined" which includes branded content on .
The TV spot, which broke yesterday on BSkyB's Sky Sports during the Arsenal v Chelsea match and shown again on ITV’s Downton Abbey.
It features a gramophone being tipped over by the spoiler of the Audi for extolling outmoded sexist ideas of "presence" such as "flexing muscles".
The ad was created by the creative directors Matt Doman and Ian Heartfield. The creative team also included Fred Rodwell and Andy Parsons. Martin Werner directed the spot through Academy.
The branded content on The Economist will feature a poll by high-level executives around the world, getting their thoughts on what it is to be a modern business leader and how that has changed for them in the past few years.
The site will launch with a video interview with Doug Richards, the former Dragon’s Den investor, and the founder of School for Startups. Content will be added from October through to December.
Kristian Dean, the national communications manager for Audi UK, said: "Our new ‘presence redefined' campaign mocks the outdated alpha-male business codes and emphasises a more modern philosophy which keeps Audi ahead of the pack."
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