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Audi Q7: Water
We invented quattro for more driving pleasure.
Agency: Kempertrautmann, Germany
Copywriter: Lennart Witting
Art Director: Florian Kitzing
Photographer: Anatol Kotte
Account Managers: Michael Trautmann, Ann-Katrin Schelkmann, Stefanie Pricken
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Visually grabbed me, that's for sure.
Interesting angle, in both senses. (Fnar, fnar!)
Possibly too tyre/tread/grip focused.
Class?
Brilliant art. Just cant get the concept. Is driving on water a great source of pleasure somewhere in the world. methinks copy/concept is weak
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If it dont sell it aint creative
"If it dont sell it aint creative"
You don't really believe that do you??
in ad school you don't. in real wrld advertising you better
Well, that depends. If you want to go into direct mail or work for an in-store promotions agency, then yes, you better think this way. But if you want to do iconic, memorable culture-changing advertising, this is not a good way to think. Most of the advertising that we love and are jealous of is really branding. It is generally not intended to "move product". It is created to communicate a positive image of the brand so that somewhere down the road a consumer will be moved to buy.
We'll reconvene at 10.
Right on JC.
DK, If you believe that then I think it's time to call it a day.
You'll determine the level of your creativity based on sales?
Sad
Yeah, you'd better hope it sells, right on with you there, but being creative and therefore memorable will make it do that.
And you want to have fun too?
Surely you want it to achieve effectiveness in communication AND creative acclaim anyway? both!
Why not try, 'if it ain't creative it won't sell' as a motto. Might be a better way of looking at it.
Or 'if it ain't creative, it's boring'
I think it sells visually, however, the concept is weak. I imagine this to be a piece that was needed, dropped into a printer and run. What sells with this is just the visuals. However, Audi has always been stronger visually than making a concept that makes sense.
I think it’s too clever. Not for me.
help us please:)
fine art yaar
...diving pleasure.
Sheer Driving Pleasure. BMW
Diving pleasure... lol! Was thinking the exact same thing.
Hasn't this just been for another car manufacturer? Or was it or some other Audi model? Seem very familiar.
i believe that Hummer just did these ads.
beautifull art!!! but are they sure it is not the tires that grips?!!!!
Back in school we had to do a little Quattro campaign. One of the features of the car is the grip (actually even the main focus). Don't really know why... don't know much about cars. So, I like the ad. Fits the brand and some really nice photography.
http://www.reinhardkrug.de/
Can the creatives meet me in my office and explain the idea please?
Ha Ha, yes I agree with you, although you having imaginary office and imaginary employees is quite disturbing, do you have imaginary friends too?
Very interesting visual, even though it doesn't say anything. Should win an award for the photography.
Great visual for the all three Ad, but the idea?????
Cool visual boring idea
This is shite, a nice visual is cancelled out if the idea is shit.
As the saying goes "you can't polish a turd"
1/10
Awasome visual and I am also Ok with the idea here .....Since all the experts has said weak idea. I have to add something to support.
Imagine what pleasure will it be to drive over the street during the rainny time. There some portions of the road is occupied by the
water and just keep on driving splashing arround ...I don't think its running over the ocean...Such IMPACTFUL Photography..
Love it.
"Idea never die"
www.mikeyonjan.blogspot.com
Audi think they are too sexy for their shirt.
If you take my meaning.
So the Quattro has become unstuck from the road and is now surfing on the water of the lake beside the road - as seen from under the water. Yesss, hmmm. Nice art direction but.
Dude its not you to be imaginative.... The one who is about to get this car imagine..."what if I own it and driving like this."
It really communicates the ideas..
"Ideas never die"
www.mikeyonjan.blogspot.com
Audi's been using this idea for Quattro, for over 20 years now. Different angle, same theme.
Nice visual.
no idea at all! So they are saying that with quattro i´ll drive trough water???? 5/10 for the nove shot
Be water my friend!
I really ask myself why the chose a Touring/Rally-Car.
visually arresting, nothing else.
if you drive on a wet surface with a FF car, you´ll see the creative point showed here
"Creativity is exercise"
that is fantastic. what a killer shoot that must've been.
Sometimes, it isn't about "crazy witty ad-school" ideas.
Sometimes, a great way to sell the product is all you need.
Some Ad people spend too much time in creative circle-jerks, they're going blind to the real purpose of the craft.
9/10
i believe that Hummer just did these ads.
Incredible visual. Fantastic.
Concept: meh.
i guess th logo shud've been in d top-right corner...its hardly visible.
Ok this is the same visual as the Spain Subway ad that ran like 2 years ago. But I know everything so that's why I know that.
BORING
boring? more like "boing!"
The comment rules are really being forgotten around here.
Yes, please don't just say boring!
http://adsoftheworld.com/blog/operation/strong_moderation_policies
Who? Me? No thanks. Just looking.
Good enough isn't good enough.
Photographer: Anatol Kotte saved the jobs of the lazy creatives.
Desi
www.DesiCreative.com
nice renders, nice cameras
I don't like it at all. The visual is OK, but very poor idea.
it looks to me more like a tyre ad series.
Good Job from the Photography side - but the idea first came out in Fall 2006 for HUMMER "Frozen Action" Campaign for Modernista.
Photographer Tim Kent.
Shit Happens!
"Driving pleasure" is owned by BMW. They shouldn't have used that phrase. Concept is far-fetched and has no selling point. There are real amphibious automobiles in reality. Just ask Richard Branson. And it ain't an Audi.
this is an ad to promote Audi's Quattro all wheel drive system and not the car itself. that car is not even on the market to be purchased. the stability and control you'll get in rainy days with quattro is what audi is trying to promote. people who love cars know Audi is unbeatable on rainy days because of their quattro system. 9 out of 10