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Bartle Bogle Hegarty has created a gritty film linking the launch

of the Audi A6 to the repatriation of Hong Kong to position the

executive car as an object of consumer desire.

The ad, directed by Vaughan Arnell through Godman, opens with Hong Kong

police boarding a fishing boat off the South China coast to search for

smuggled western goods.

A reportage-style voiceover talks of the impact of consumerism on a

communist society as we see the police return empty-handed to their

vessel.

Then the camera cuts from the boat and moves underwater to reveal a huge

rubber bag being trawled behind. The shot dissolves to a remote

waterside warehouse where the rubber skin is removed to reveal the Audi

A6. The voiceover explains that some consumers are one step ahead and

the camera cuts to a shot of the car being driven along a Chinese

highway.

The A6, which will compete with the BMW 5-series and Mercedes-Benz

E-class, is expected to boost further Audi’s share in the prestige car

market.

The car maker has increased sales by more than a third in the three

years since the A-series was launched.

The 60-second ’China’ commercial was written by Andrew Smart and art

directed by Roger Beckett at BBH. It breaks nationally on 31 May with

media planning and buying through BBJ Media Services.