McKinney Gives A4 a New Ride

“Suddenly, every ride is exciting” is the tagline of McKinney & Silver’s new campaign for Audi’s redesigned A4.

Two 30-second television spots use film noir setups and subtle humor to deliver the message.

“The re-engineered A4 is faster and more exhilarating than its predecessor,” said McKinney copywriter Lisa Shimotakahara. “Audi wanted a level of excitement that would parallel the car. Our solution: generate suspense and thrills in the commercials.”

The TV spots, “Midnight Run” and “Rear View,” will air through fall on network programming including ER and Law & Order, as well as cable outlets such as VH-1, ESPN and Comedy Central.

The campaign also involves newspaper, magazine, interactive and outdoor components.