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Tonic creates global campaign for the Audi A8 L – Always First Class

The Audi A8 L is the new star of an integrated print and TV campaign rolling out this week.

Featuring the highest standards in cabin luxury complemented by a seductively powerful engine, this immaculate sedan it in a league of its own. This is the thought that inspired the new Audi A8 L “Always First Class” campaign. For drivers who want to have it all, exactly the way they want it.

The TVC (click to see here) and stills were shot on location over three days in Execujet’s private hanger in the beautiful port city of Cape Town, South Africa. The TVC was expertly produced by Lucky Fish Productions; Gil Bauwens took the director’s seat and filming was lead by one of our favourite DOPs, Peter Tischhauser, with an original score by Robert Brinkworth from Resonate. Stills were captured by Mike Lewis from MAN.

The campaign kicked started early September in Korea and the Middle East and will probably run over the coming months in Russia, and South-East Asian markets. It’s the first time we produce a global TVC to be used in the rest of the world. It’s a nice change in a market where we usually tend to adapt image building campaigns and only ever create dealer ads.

We want to give special thanks to our friends at Audi Middle East, Firas Kandalaft and Chayne Brand for recommending us to Katja Boysen at Audi AG. Stay posted for a lot more cool work coming your way from us for Audi.