A new campaign from Audi promoting its Q4 Sportback e-tron combines themes of speed and sustainability and is led by a hero commercial starring World and Olympic long jump champion Malaika Mihambo.
Titled ‘Progress Starts At The Finish Line’, the Malaika Mihambo and Audi Q4 e-tron campaign debuted on 30 September and is themed around the idea of ‘jumping into the future’ and the ‘it’s progress that takes us further’ copy line. The creative sees Mihambo takes a ride in the fully electric vehicle and seeks to drive viewers online to find out more about the athlete and the vehicle at https://at.audi/malaika-mihambo-mmfv.
The campaign even includes the ‘fun fact’ that while Mihambo runs 100m in 11.21 seconds, the Audi Q4 can get from 0 to 100 km/h in juts 6.2 seconds.
The campaign was created by Hamburg creative agency Thjnk and Berlin-based production studio REKORDER with Director Bruce St.Clair and it was a response to a brief built around the blend of ‘fast and glamorous’: two things that a fully electric car and a world class athlete have in common.
Other athlete/automobile synergies explored in the campaign include combining innovation and sustainability with speed, elegance and sportiness.
Another synergy between ambassador and electric car, is that the athlete holds a Master’s Degree in environmental sciences and founded an association called ‘Malaika’s Herzsprung’ which helps children find their way into sports and personal development by being aware of their environment.
The campaign was created for Audi by a team at agency Thjnk which included ECDs Fabian Königer (Copy) and Roman Geoffrey Lukowski (Art), CDs Daniel Gaßner (Copy) and Kaloyan Yanev (Art), Art Directors Moritz Hake and Christina Fleuch, Copywriter Judith Preker and Account Managers Viviane Kim Wendt, Catalina Salein and Hans Lassen. The Producer was Julia Koop, the Director was Bruce St.Clair, with DOP Franz Lustig.
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According to the agency and production company, during the commercial shoot (which took place in Hamburg), the combined team was curious to see Mihambo jump in real life – so she did. Plus, shortly after the spot was wrapped, she won the long jump gold medal at the Tokyo Olympics Games.
Mihambo was born in 1994 and became European Champion in 2018, World Champion in Doha 2019 and Olympic Champion at Tokyo 2020, while her personal best stands at 7.30m. She also won the gold medal at the Olympic Games in Tokyo 2020.
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