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March 8th, 2019
Audi has launched its new R8 with a global campaign in which a boisterous cast of characters wreak havoc on the roads to compete for a view of the car.

The ad, created by Bartle Bogle Hegarty, promotes the R8’s power and design by playing on the idea that the car is not only a pleasure to drive, but also a "pleasure to follow". A range of characters, from a wedding party to a deliveryman and a taxi driver, drop their routines and cause calamity as they vie to get closer to the R8. Meanwhile, the Audi car is seen being driven safely and calmly, navigating the chaotic city streets unfazed. 

In the tradition of previous Audi campaigns, the ad is set to a remake of a classic song. Reneé Dominique, a 20-year-old singer-songwriter who recently shot to fame with 50 million views on YouTube, covers The Carpenters’ Close to You. Music producer David Kosten arranged the track.

Read the full article here.