Audi: Cooling Down

What's this? A car commercial with no switchback roads, no pounding soundtrack, no death-defying driving? Surely there's been some mistake...

BBH London has gone back to basics to launch Audi's new RS 4 Avant model, with a film that literally lets the car speak for itself through the ambient noise of the engine cooling down post-race.

In the stripped-back spot, directed by Dan DiFelice through Pulse Films, the camera lovingly pans around the car as it rests in a trackside garage, to the evocative soundtrack of brake pads sizzling and the engine fan hissing.

"Cooling Down is a brutally simple product demo designed to cut through the clutter of complicated comms in an ad-break," says ECD Ian Heartfield. "The menacing good looks of a stationary RS 4, and the sound it makes when the engine is turned off, is all we need to imply a message of awesome performance."

Stay tuned for a director Q&A with DiFelice next week.