PUTTING AUDI RACING EFFICIENCY ON THE ROAD

Audi had spent decades chasing efficiency at the Le Mans 24 Hour, where the car that uses the least fuel wins. The Ultra range brought that engineering to the road. The brief was to connect the two.

The answer was a chain reaction. One piece of Audi’s racing history tipping into the next, all the way to a car you could actually buy. Track to tarmac, told as one continuous idea.

A pitch win at BBH, and a global TVC that broke during the 2014 World Cup Final.