Seeking an ad campaign to target a young adult audience
while displaying the versatility of the Quattro technology, Audi turned to
French ski champion Candide Thorvex to create yet another sensational,
eyeball-grabbing promotional video. The video is just under two minutes long
and follows Candide ripping down hillsides on skis without a single snowflake in
any of the terrain environments. Candide has absolute control over his descents
and even throws in some tricks and flips along the way for flare while the
aerial camera tracks from above. The video is the second installment of the Audi
Quattro series (the first video launched in 2015) and is sure to rack up
millions of views- currently just shy of 1M views only a day after publishing.
As an avid skier, I’m was first drawn to the video through a
professional skier’s Instagram post with a clip of it and eventually found my
way to the full video on Candide’s Youtube account. Upon first watching, I was
blow away by the sensational skiing, the alien landscapes, and cinematography.
It wasn’t until I reached the very end did I realize the video was an ad for
Audi. There are only subtle ad placements at the start and end of the video. Ultimately
I made the connection between the video and the product and appreciated the
full production value.
Creating a viral video is an impossible feat and yet
marketers continue to try and produce the next big one. I think the Audi ad with
Candide strikes the perfect balance. It draws in a certain customer demographic
interested in skiing and only reveals the product in a subtle, not in-your-face
way. The ad is organic and a great example of how to market without paid
support through display placement or sponsored content.
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