Audi is celebrating its sponsorship of Tottenham Hotspur with ‘Dare to be Different’, a campaign that shows the two brands coming together in a humorous twist on “run-of-the-mill” sponsorship content.
Led by a digital/social spot starring a team of current Spurs stars – including Dele Alli, Christian Eriksen, Davinson Sanchez and Lucas Moura – as well as an unlikely co-star in the form of a real life representative of the club’s cokeral mascot and logo.
The narrative arc sees the players arrive on set to admire the Audi Q8, before the cockerel gets behind the wheel and the ad’s tagline directs viewers to ‘Explore the new Audi Q8 like never before’.
The campaign’s spearhead spot is amplified across Audi UK’s digital and social channels such as YouTube,
Instagram,
Twitter,
Never boring, always unexpected.
See the new Audi Q8 like never before with @spursofficial @dele_official @chriseriksen8 @lucasmoura7 @daosanchez26#AudiQ8 #COYS pic.twitter.com/FWezjiDTk5— Audi UK (@AudiUK) February 26, 2019
and Facebook.
The campaign was created by social-first agency We Are Social and its production arm We Are Social Studios.
“Usually, sports sponsorship activations from car brands just involve pictures of players receiving cars, or kicking balls into the boot. It’s tired and outdated and in desperate need of some new thinking,” saod We Are Social group creative director creative director Gareth Leeding.
“We wanted to rewrite the rules for Audi and Spurs, and put a new star in the spotlight in a twist on the car demo video.”
While Emma Page, social media lead at Audi UK, added that the campaign “breaks conventions”.
“Audi and Spurs have a shared passion – daring to be different from others – and we’re excited to show how we can stand out from the crowd,” Page said.
Comment:
As far as we are aware, this is not just the first marketing campaign to bring the club’s cockerel emblem to life, but also the first Audi ad campaign to feature Spurs player talent after the auto brand’s four-year sponsorship that saw it extend its deal as the club’s Official Car Partner in August 2018 up to 2022.
The Audi/Spurs partnership will see the car company’s familiar four rings logo feature across the new stadium’s digital signage, LED advertising system, big screens and the interior TV network.
Links:
Audi
https://www.instagram.com/audiuk/
https://www.facebook.com/AudiUK
https://www.youtube.com/user/AudiChannel
Tottenham Hotspur
http://spurs.to/YouTube
http://spurs.to/Facebook
http://spurs.to/GooglePlus
http://spurs.to/Instagram
http://spurs.to/SpursOfficial
http://shop.tottenhamhotspur.com/
We Are Social
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