ABOUT

Idea for global Audi campaign. I chose Nicolai Fuglsig to direct the ad, he was unknown at the time. We used 9 bulls and filmed in Calgary Alberta, Canada. Winner of 2 D&AD Silvers.

I know this is old but good ideas are timeless. Besides this Audi Quattro is now a classic at 24 years old. It’s also my favourite ad but not the most fun to make, all night shoots in cold Canada near the Rockies, that accolade goes to Audi Wakeboarder winner of a Silver at Cannes and filmed in the daytime on a volcanic beach near Auckland New Zealand, before that country went mad. I’m looking at my two dusty D&ADs as I write this, it was exciting receiving them from Victor Meldrew at Olympia in 2003. Many people much more talented than me go their whole career and don’t ‘win a pencil’. It’s a great shame D&AD has become diluted, like everything else. Moreover creativity, having been at the top of the tree, is now far down the list of must haves for agencies and brands. It’s been replaced by propaganda and bullshit yet highly lucrative theories about the planet and society. The days of funny, popular, clever advertising are long gone. Very sad.