Audi Unveils New Creative Campaign for the 2016 Audi A6

HERNDON, VA--(Marketwired - Mar 2, 2015) -

• Two new TV commercials set to debut nationally and regionally
• Campaign highlights sophisticated, yet accessible technology in the new Audi A6
• The 2016 Audi A6 features industry-leading in-vehicle connectivity

Audi of America unveils a new creative campaign for the technologically-advanced 2016 Audi A6 sedan. The campaign features national and cable television spots, national print and online executions, and event sponsorship that highlight the purposeful technology and smart interface of the new Audi A6.

The integrated campaign is inspired by the brand's new tagline for 2015 "Challenge All Givens," which will be seen at the end of each Audi commercial throughout the year. The tagline celebrates the Audi challenger spirit, demonstrating how Audi is never afraid to defy convention.

"'Challenge All Givens' captures the spirit the brand has lived by for well over a century," said Loren Angelo, Director of Marketing, Audi of America. "Audi has always believed that to move the world forward, we must challenge convention. This is evident in our engineering breakthroughs as well as our attention to design, none of which have ever adhered to status quo."

Two new television commercials introduce the 2016 Audi A6 as one of the most technologically-advanced vehicles on today's roads. In the national spot titled "Drones," Audi uses the A6 to challenge the cultural trend of technology getting out of control. Inspired by Hitchcock's The Birds*, Audi shows how the advanced technology in the new Audi A6 is the opposite of daunting. The spot ends by saying "Advanced technology doesn't have to be intimating."

A regional spot called "Teenager" showcases the social media capabilities of the car through a story of a father and daughter going on a drive. In the commercial, the father uses the A6 Facebook access as a bargaining chip when his daughter wants to drive. The spot ends with the message "Advanced technology doesn't have to be complicated."

"Audi doesn't use technology for the sake of technology. As a brand, we've committed to bringing to market technologies that truly serve a purpose for the driver. The new spots demonstrate how intuitive and intelligent Audi A6 is, but also how accessible the technology can be," added Angelo.