Rog's picture
6092 pencils

Visually grabbed me, that's for sure.
Interesting angle, in both senses. (Fnar, fnar!)
Possibly too tyre/tread/grip focused.

>>>> That's not an ad. THIS is an ad.

DK's picture
43 pencils

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

Disco Munky's picture
Disco Munky
3900 pencils

"If it dont sell it aint creative"

You don't really believe that do you??

Doin' it for the points

DK's picture
43 pencils

in ad school you don't. in real wrld advertising you better

Joseph Campbell's picture
Joseph Campbell
230 pencils

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.


I've decided I hate signatures.

Boony wants a beer's picture
Boony wants a beer
380 pencils

Right on JC.

Disco Munky's picture
Disco Munky
3900 pencils

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?


Doin' it for the points

A. J. SMITH's picture
2834 pencils

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'

AriesDW's picture
172 pencils

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.

Guest's picture

These are just parts of a follow up campaign for the audi q7. The last page is missing.
the line was: we invented quattro for our cars. Now we invented a car for quattro.

me thinks's picture
me thinks
722 pencils

I think it’s too clever. Not for me.

simpsonson's picture
136 pencils

help us please:)

vexguy's picture
93 pencils

fine art yaar

addyhoch10's picture
2592 pencils

...diving pleasure.

Davosk's picture
4815 pencils

Sheer Driving Pleasure. BMW

brandsurgeon's picture
693 pencils

Diving pleasure... lol! Was thinking the exact same thing.

Most times, worst enemies used to be best friends...

Mr Hughes's picture
Mr Hughes
386 pencils

Hasn't this just been for another car manufacturer? Or was it or some other Audi model? Seem very familiar.

JTW926's picture
184 pencils

i believe that Hummer just did these ads.

TRICKY's picture
3950 pencils

beautifull art!!! but are they sure it is not the tires that grips?!!!!

The man who stops advertising to save money is like the man who stops the clock to save time

popdistortion's picture
1594 pencils

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.

alter ego's picture
alter ego
20 pencils

Can the creatives meet me in my office and explain the idea please?

A. J. SMITH's picture
2834 pencils

Ha Ha, yes I agree with you, although you having imaginary office and imaginary employees is quite disturbing, do you have imaginary friends too?

Have Heart's picture
Have Heart
922 pencils

Very interesting visual, even though it doesn't say anything. Should win an award for the photography.

otto54's picture
381 pencils

Great visual for the all three Ad, but the idea?????

budibud's picture
128 pencils

Cool visual boring idea

Trying to retire ad-man

A. J. SMITH's picture
2834 pencils

This is shite, a nice visual is cancelled out if the idea is shit.

As the saying goes "you can't polish a turd"


imke's picture
472 pencils

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"


Disco Munky's picture
Disco Munky
3900 pencils

Audi think they are too sexy for their shirt.

If you take my meaning.

Doin' it for the points

JPWrites's picture
238 pencils

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.

imke's picture
472 pencils

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"


Yokel's picture
604 pencils

Audi's been using this idea for Quattro, for over 20 years now. Different angle, same theme.
Nice visual.

Ney Frances's picture
Ney Frances
660 pencils

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!

is there life before death?

Have Heart's picture
Have Heart
922 pencils

I really ask myself why the chose a Touring/Rally-Car.

chintan ruparel's picture
chintan ruparel
1516 pencils

visually arresting, nothing else.

~ old habits die hard, older ones never do ~

Seixas's picture
95 pencils

if you drive on a wet surface with a FF car, you´ll see the creative point showed here

"Creativity is exercise"

Jonny Lonestar's picture
Jonny Lonestar
284 pencils

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.


JTW926's picture
184 pencils

i believe that Hummer just did these ads.

Nthngmn's picture
626 pencils

Incredible visual. Fantastic.

Concept: meh.

chintan ruparel's picture
chintan ruparel
1516 pencils

i guess th logo shud've been in d top-right corner...its hardly visible.

~ old habits die hard, older ones never do ~

Dick Huges's picture
Dick Huges
937 pencils

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.

dave78's picture
40 pencils


sloppy4's picture
1494 pencils

boring? more like "boing!"

drizae's picture
503 pencils

The comment rules are really being forgotten around here.

Fail Harder.

ivan's picture

Ivan Raszl, admin of AotW

Rog's picture
6092 pencils

Who? Me? No thanks. Just looking.

Good enough isn't good enough.

>>>> That's not an ad. THIS is an ad.

Desi's picture
1052 pencils

Photographer: Anatol Kotte saved the jobs of the lazy creatives.

Yeminius's picture
151 pencils

nice renders, nice cameras

jiviti's picture
18 pencils

I don't like it at all. The visual is OK, but very poor idea.

mrtalented's picture
2173 pencils

it looks to me more like a tyre ad series.

tiborplus's picture
53 pencils

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!

Toy Hog's picture
Toy Hog

"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.

Rudy's picture

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

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