Audi: Snowmobile

Conquer winter, with Audi Genuine Wheel and Tire Packages.

Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Geoffrey Roche, Christina Yu
Associate Creative Director: Sean Ohlenkamp
Art Director: Erik Wiwchar
Copywriter: Simon Craig
Illustrator: Erik Wiwchar
Photographer: Avner Levona
CGI: RayboX

October 2009


JavierGarza's picture
150 pencils

great ad!
great idea


iwannatalktosamson's picture
701 pencils

Very nice. Nice work team.

slowrider's picture
648 pencils

one should not take life so seriously - as one will not come out of it alive.

Guest's picture

Good ad! Subtle and intelligent, you need to have some understanding of how things actually work to really get this (to those of you who drive in snow, compated to those of you that don't), the realism is impressive.

To all you haters out there, whether you are brand loyalists or not, that Mercedes creative you have posted is...

1. A totally different concept

2. Brash and in your face, not nearly as modest as this ad.

3. Very poorly executed (explicitly the Tree tire), when compared to this incredibly well conceptualized and rendered piece of art. The attention to detail is something I am sure the Mercedes creatives now wish they had considered doing...

To Lau - I think it builds on Audi's quattro drive system, like these genuine wheel and tires improve handling and see you carve through the snow, rather than glide and slide. Just a thought.

slowrider's picture
648 pencils

ah - thats you - who did this ad

one should not take life so seriously - as one will not come out of it alive.

rolling.stone's picture
2740 pencils

subtle idea


~ Quite obviously, I have gathered no moss ! ~

Adaddicted's picture
3435 pencils

Great Art!


CopyRight's picture
713 pencils


Wolfgang's picture
151 pencils
Creative Criminals's picture
Creative Criminals
54 pencils

I like it! Audi does nice things!

slowrider's picture
648 pencils

one should not take life so seriously - as one will not come out of it alive.

Marlus Lau's picture
Marlus Lau
1808 pencils

Yes, this was done and I prefer the other one. But does it mean that the car is going to slide good on snow?

tridipnandi's picture
220 pencils

Nice Art...

Guest's picture


Guest's picture

de doo done done done de doo done done.

Chopper's picture
1015 pencils


silvi's picture
4172 pencils

Too subtle i think.

0.5Kudos's picture
8 pencils

I disagree.

Guest's picture

Good illustration. Nothing else.

Guest's picture

nice retouching...horrible idea.

Mr.Happy's picture
9 pencils

Very nice CGI and retouching by RayboX. As for the idea... horrible, horribly, horrible. Lowe Roche...for shame!!!

Guest's picture

Methinks Mr. Happy and a couple of the guests here got shit canned by Geoffrey and are very very bitter. Nice ad guys. Keep up the good work.

Mr.Happy's picture
9 pencils

Methinks you need to rethink your career path if this ad is clever, or smart to you. Or maybe this is your ad, or maybe, you are a student who has no knowledge of prior campaigns of a very similar nature. The" tire tread" gag for winter tires is over done, and has been done so many better ways than this. I love the majority of Lowe Roche work, it's just not my favourite. We still love you Christina Yu!

Leland's picture
95 pencils

I've never said done before. I was saving it for this ad. Done.

jorgegolcher's picture
9 pencils

Excellent Idea, very nice.

Hellas's picture
1172 pencils

i like the idea. only thing it needs is a larger close up of the snowmobile so we get the idea right away and don't waste 5 seconds wondering "what's special about this tire"

i don't really like the copy. Would be better if it said "This winter, escape". just my opinion..

"I don't live in Greece, Greece lives in me..."

Tommy G.'s picture
Tommy G.
897 pencils

good idea but why only snowmobile? I know it represents well the winter but what about cars? VTT? Van? They still drive in winter...

Grrrr's picture
1961 pencils

Art-direction wise, I've seen better executions of this very idea (instead of writing "done")

Migzter13's picture
973 pencils

Hits the right places I guess. Nice Work.

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

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