Audi "Hands"

 
Last week, we wrote in this space about a tire commercial that illustrated the word “sticky” in a number of eye-catching ways. Here, we have an Audi commercial (by BBH London) that illustrates the word “grip” in eye-catching ways. If this is a trend in automotive-related advertising, it’s one to be encouraged. The spot shown here takes an automotive trait that might have been exalted in highly technical terms and instead relates it to something quite simple and human as we see hands adjusting their grip to hold a live fish, a hammer, a light bulb, a rock, a tomato, and so on.