The Coolest Car Commercial Doesn't Even Have a Car in It
Take note automakers: you don’t necessarily have to showcase a car to get your point across.
Audi has teamed up with Candide Thovex, a French professional skier and filmmaker to create a unique campaign promoting the German automaker’s quattro all-wheel-drive technology. The focal point of the campaign is that “all conditions are perfect conditions for Audi quattro,” and to prove that, Thovex goes skiing without needing an inch of snow.
The commercial is simply titled “Ski the World,” and as you can imagine, it showcases Thovex taking on the world with his skiis, hitting up famous landmarks such as the Great Wall of China.
Since the video is 4.5 minutes long, it isn’t your typical 30-second or even 60-second spot. But the video is effective in getting its point across, despite never showing a single vehicle. It’s entertaining and mesmerizing to watch, also acting as a strong endorsement to go out and travel the world.
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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