From 'ugly duckling' to 'beautiful sawn', Audi's evolution from concept to car.
Inspired by Hans Christian Anderson's tale of 'The Ugly
Duckling', the new spot for the 2012 Audi A5 takes a nostalgic look
at the cars' previous incarnation, through footage of the unique
1920's concept model created by engineer Paul Jaray for Audi way
Featuring black and white shots of the rebodied Audi car
trawling the streets of a sleepy Bavarian village, the streamlined
model gets shunned by disapproving locals not taking too well the
new aerodynamic design. After retiring in a nearby forest, the
'ugly' car transforms into the new Audi A5, metaphorically becoming
the 'beautiful' white swan.
Directed by Joachim Back, this latest collaboration with The
Mill, BBH and Park Pictures shows how far Audi has come as a brand
in stark contrast to the car's earlier distinctive look. Beauty is
in the eye of the beholder…well in the guise of the brand new 2012