Venables Bell & Partners have released a new, celebrity-packed spot for the release of the new Audi A3 entitled “Dues.”
The 60 second spot features celebrities reciting lines from Queen’s ever-popular “We Are The Champions,” inclduing comedian Ricky Gervais, chef David Chang (of Momofuku fame), photojournalist Lynsey Addario, comedian Kristen Schaal, gold medal winning boxer Claressa Shields, street artists Cyrcle, and inner city church choir Voices of Destiny. Lines to Queen’s anthem are delivered as a means of expressing the uncompromising nature of those who never settle, interspersed with shots of Audi’s latest in action and easing into Audi’s “Whatever you do, stay uncompromised” tagline. Between the bevy of celebrities and the instantly recognizable (and arguably overused) Queen song, the spot should succeed at getting people’s attention.
VB&P’s campaign extends the star power beyond the “Dues” spot, through an online video series called “Uncompromised Portraits” on Audi’s YouTube channel. Some highlights include “Names,” in which a child in the back seat reads mean tweets aloud to Gervais (highlighting the A3’s 4G LTE connectivity), and “Touch,” featuring David Chang showing off the vehicle’s MMI® touchpad with handwriting technology. It’s a clever extension of the campaign that does a lot to highlight the A3’s new features, and in the case of “Names” is arguably more entertaining than the television spot. You can watch “Names” below, and stick around for “Touch” after the jump.