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New Audi quattro campaign ‘feels like home’ for music icon
New Audi quattro campaign ‘feels like home’ for Kiwi
music icon
Auckland, New Zealand, 23 July 2013
– Audi of New Zealand’s latest campaign – Land of
plenty.
<
Land
of quattro – is a stunning collaboration between L.A.
based Kiwi singer/ songwriter Greg Johnson and the creative
talents of integrated agency bcg2.
Auckland agency bcg2 has for the first time produced
a locally-made Audi television campaign which went to air
last night, taking viewers on a magnificent road-trip
through the Kiwi heartland.
bcg2’s CEO and Creative Director James Blackwood says that he pitched the idea to Greg Johnson in Santa Monica after realising that the stunning images shot on location were enough to make any ex-pat, grass-roots Kiwi homesick.
“We went on a six day shoot in the North and South Islands to recreate the classic Kiwi road-trip on some of the most beautiful and challenging roads in the world. We shot some gorgeous, untamed images of Audi quattro all-wheel drive vehicles doing what they do best – taking on the ruggedly beautiful New Zealand landscape,” says Blackwood.
The power of those images led Blackwood to call on Greg Johnson and ask him to write a bespoke track for the commercial. “Greg has a unique feel for heartland New Zealand, and we knew that we had captured something that would make him reflect on what is special about this country,” he says.
The music for the campaign evolved via a long-distance collaboration, the team often throwing ideas back and forth into the wee hours to accommodate Johnson on L.A. time.
“I was chuffed to be involved,” says Johnson. “I have lived in the U.S. for over ten years, but of course I am a Kiwi through and through. Those pictures made me a little homesick. Whenever I tour New Zealand I always like to drive if possible - just get out on those beautiful lonely roads and take it all in. To do that in a new Audi is kicking the experience up to maximum!”
The result is nothing short of
spectacular. The campaign is airing on both free-to-air
networks during prime time until the middle of August, and
is backed up by some great ‘Land of quattro’ vehicle
offers.
– End
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