Audi Q5 Advert is music to my ears

This new advert from Audi promoting the new streamlined Q5 is very clever and its hard to argue against the fact that its visually engaging. So engaging that, and this may just be the designer in me, I struggle to accept the fact that there was enough cardboard from the original box to create the car shape. Plus, where did the scapel come into it to make the cuts and create the wing mirrors and steering wheel? Yes, I know, I am taking it ‘far’ too literally, but I cannot help my initial reaction, its just what it made me think.

Anyway, the scope of the cardboard engineering is not my main point here. What engaged me most was Woody Guthries ‘Car Song’ as the choice of soundtrack. It could be argued that it is a little twee in nature but boy is it captivating. It is now so lodged in my subconscious that I no longer need to look at the screen to see the visual, or should I say, the car, when the advert comes on the telly.

The clever use of music in adverts has become more and more widespread in adverts over the last couple of years. From the Sony bouncing balls, to the more recent Boots Christmas advert, products are being promoted as much by sound as they are by sight. As simple as this may sound (no pun intended), its actually very clever marketing tactics. Although we all have our sensory modalities, as individuals we characteristically use a particular sense more than others. Some people are visual, others auditory for example.

Its worth bearing this in mind with all marketing activity. You may think you know your audience but do you really know what element of your communication they will really connect with? If you are producing a brochure, its worth considering not only the visual aspect of its content, but also what the paper feels like in their hand. It could be their reaction to either of these sensory experiences that drives them to a yes or no purchase decision on your product or service. With that in mind, its worth considering all your options and as creatives, its our job to ensure you know what your options are.

Going back to the Audi advert, I’m pleased that the advertising agency has connected with me and made me think about how they did it. As a creative its easy to think you are just a ‘visual’ person, but as has been proved here, its not the case, it was the music that really engaged me. Its worth thinking about that next time you plan to communicate with your audience.