ABOUT

The new Audi RS 6 is unique in the fact that it combines uber performance with uber practicality. It is a combination that redefines conventional perceptions of the supercar. Based on the insight that those that are really powerful don’t need any pretence, the campaign draws on the idea of power coming from a less obvious place.

The epic 60 second film, ‘The Ring’, is set in the world of boxing and follows a big title fight, complete with a frenzied crowd and all the razzmatazz you would expect. As the superstar boxers enter the ring and the fight kicks off, the camera pans away from the fighters and instead shifts the focus to the cool, calm, referee who’s controlling the fight. At the end of the fight, as the referee leaves the arena and disappears down an exit tunnel, it is clear that he is the one who holds the power and control, not the boxers.

The thundering sound of a V8 engine barks into life, and the distinctive Audi headlights emerge onto the screen. As the car pulls forward, it’s revealed that the supercar soundtrack actually belongs to the 560PS RS 6 Avant – an estate car.

The film ends with the line: ‘Power from a less obvious place’

‘The Ring’ was shot by award-winning director Jonathan Glazer. Glazer has directed iconic commercials such as Levi’s ‘Odyssey’ and Guinness ‘Surfer’, as well as films for Stella Artois, Nike and Sony. In 2000 Jonathan directed the film Sexy Beast, starring Ray Winstone, which was nominated for Best British Film by BAFTA.

The film will be accompanied by print, out of home, and digital online advertising.