The picturesque 40-second advertisement was filmed in Iceland, where the rugged terrain and extreme climate allowed the A6 to perfectly showcase the benefits of its cutting-edge technologies. The film captures rain sensors operating the wipers; headlights automatically switching on as it turns dark; lane assist technology guiding the vehicle within the boundaries of its lane; a thermal imaging night-vision system detecting pedestrians in the dark; and auto dimming in the rear-view mirror when another vehicle’s headlights are detected. All the while, the A6’s speedy “decision making” process is dramatized by a finger-clicking motif, a soundtrack which illustrates the thousands of split-second decisions the vehicle is constantly making to assist its driver. The film carries an equally sharp end line: Quick to react.

Advertising Agency: BBH, UK
Creative Directors: Nick Kidney, Kevin Stark
Creatives: Gary Arnold, Neil Ritchie
Producer: Matthew Towell
Team Manager: Melissa Moffit
Team Director: Simon Coles
Strategy Director: Neil Godber
Production Company: B-Reel
Director: Filip Tellander
Executive Producer: Philippa Allen
Producer: Ben Mann
DoP: Fredrik Bäckar
Post Production: The Mill
Editor / Editing House: Final Cut
Sound: Factory Studios

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