Although Audi A3 Sportback was launched in China market March 2014, exactly one year after its debut appearance in Germany, it did not stop the TVC for the China campaign – “Foresee Future” from adapting the creative idea of the original German spot. Created by German agency Thjnk, the film has been re-created as a China-specific edition by Ogilvy Shanghai.
The one-year-old creative concept was time and market tested along the way as the campaign was rolled out across 23 countries in the past year. And licensing the 13-year-old song “Harder, Better, Faster, Stronger” as the backing track by the French electro duo Daft Punk is definitely helping the ad to win the global recognition. The track is still deemed the anthem for electro fans worldwide.
Targeted especially at young audiences, the track gives the ad an upbeat tone to please the young minds. The fast editing of sessions of cool images gives a strong and bold visual and in a dynamic and funky style that is rarely seen in China’s car TV commercials.
The price tag of licensing such a household-known tune did not come cheap. Since the campaign was not launched simultaneously around the world, the music licensing deal has been negotiated individually for each market’s launch dates. Thus when it comes to China, Audi found itself issuing another big fat check for Euro 80,000 for the usage in China only. Thanks to the brand’s contributions, Guy-Manuel de Homem-Christo and Thomas Bangalter, the two members of Daft Punk, have hit 2nd place in the chart of ‘The World’s Richest DJs In 2013’ and earned an estimated net income of a whopping USD 60 million…Each!
But considering that electronic dance music might be the only universal language the young generation speaks these days, the value of the deal for a massive global campaign like this is might actually be worth it…?
Chinese edition of Audi A3 released in March 2014
The original German edition, March 2013