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Audi – Levels

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Attaching questionable philosophical heft to something that is, essentially, a mechanical transportation device, is a familiar tool in the car ad creative’s box of tricks. 

This campaign, out of JWT Beijing, makes full use of the trope, but the superb cinematography by Jan Prahl and production by Sehsucht (Post: Visuals/VFX) and Made In China nudges it nicely from cliché to art.

A gravelly, portentous voiceover announces that “someone once said there are seven levels in the pursuit of life". We’re not quite sure who said it; the seven concepts – love, wisdom, self-actualisation and the like – are outlined against images of parental love, a ballet dancer leaping, a man staring meaningfully at a bleak, lunar landscape. 

Then… wham! The 8th meaningful element bursts onto the scene, it’s an Audi Q8 of course. Cue a montage of exceptionally impressive eight-themed images dominated by superb volcano shots and accompanying fiery flavours all filmed in the mysterious, seismic land of the far northwest of China.  

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