The old A4 had a lot of negative perceptions. For luxury car buyers, it was seen as a pretend-luxury sedan. It was labelled as slow, clumsy, and sparsely appointed on its interior. But the new A4 was a complete reinvention. It discarded every negative of the old version. So when we launched the new model, we had to send a strong message to the automotive world. This wasn't just better than what Audi had done before. This was better than all the other brands in the category. This was luxury, progressed. And that progress was a beautiful thing.

Our campaign catapulted the new A4 to record sales and the most successful car launch in the brand's history.