VW’s Audi Releases Its First Post-Scandal Ad by BBH

BBH launched a 60-second broadcast spot promoting Volkswagen-owned Audi’s R8, the first ad released by the larger Volkswagen organization since its much-publicized emissions scamming scandal.

“The Eye” keeps things simple, opening on a pupil dilating and engine-revving noises. As the spot goes on, the driver is shown to be behind the wheel of the new Audi R8, which is presumably the source of his excitement and dilated pupil. The ad ends with the tagline, “More focus, more drive.” Its emphasis on the excitement of driving and melodramatic soundtrack are pretty standard fare for the category, but the focus on the eye at least provides something a little different visually. Noticeably absent are any kinds of claims of fuel economy, with the ad instead making brief mention of the vehicle’s new brake system. Volkswagen needed something especially strong to entice consumers following its huge scandal, and BBH’s effort doesn’t quite fit the bill, instead feeling far too safe and conventional.