Enough Said

Audi Australia has launched its new flagship SUV, the all-new Q8, with a locally produced campaign entitled ‘Enough said’. Produced by creative agency 303 MullenLowe Sydney, the launch campaign seeks to demonstrate the unrestrained thrill of getting behind the wheel.

The all-new Audi Q8 showcases the elegance of a four-door luxury coupé, alongside the practical talents of a large SUV.

In the ‘Enough said’ TVC, the performance of Richard Roxburgh, a long-time Audi brand ambassador, brings to life the story of a driver who is so enamoured with his Audi Q8 that he falls into a monologue: describing the power, capability and pure enjoyment of being behind the wheel, before he is abruptly snapped back to reality.

In the ‘Richard reads the Reviews’ content series, Roxburgh takes a light-hearted look at some of the early motoring media reviews of the new Q8.

Says Gary McCreadie, executive creative director at 303 MullenLowe: “The Q8 is an amazing car: great performance capabilities, brilliant technology and beautiful design.

“In fact, we felt it has just about everything you’d want in a car, so it has that ability to make your imagination run away with itself a little. We wanted to capture that feel- good moment in a playful way, and we think Richard Roxburgh’s performance does it perfectly.”

Says Nikki Warburton, chief marketing officer at Audi Australia: “The launch of our all-new Q8 flagship SUV is an opportunity for Audi to make a massive statement about the  brand, as well as appeal to a wide range of people who may not have previously considered us.

“The Q8 has style, substance and performance – all powerfully amplified. We had the opportunity to show off this beautiful new vehicle, as well as our unique tone-of-voice. Because we believe that luxury should definitely raise a smile. This campaign epitomises the direction of our future brand communications.”

The all-new Audi Q8 ‘Enough said’ campaign has launched locally and will feature across TV, cinema, digital, social, press, OOH and across dealerships nationwide. It will also be offered to Audi markets globally.

Credits

Client: Audi Australia
Agency: 303 MullenLowe
ECD: Gary McCreadie
Copywriter: Molly Cathcart, Sean Larkin
Art Director: Jason Ah Tow
Group Business Director: Georgie McGarr
Business Director: Kiely Decker
Strategist: Tim Mottau, Jon McKie
Head of Television: Sean Ascroft
Production Company: Collider
Director: Damon Cameron
Producer: Sarah Nichols
Music: Sonar
Post Production: ARC/White Chocolate
This article was originally published on Campaign Brief