Audi has released a new TV spot for the European market advertising the new A6 Avant – one that doesn’t feature Kenny G. Set in a computer-generated world filled with car-based life forms, the ad compared the Audi A6 Avant to, of all things, a metallic hummingbird.
In the commercial, the hummingbird emerges from its lamppost hole as an old-timey song begins to play (“Open Road, Open Sky” sung by John Charles Thomas, according to the video’s description). The hummingbird flies through a forest of lampposts, eventually stopping to take a sip from a gas pump nozzle. The winged metal automaton then dodges pinwheels made of traffic signs, passes a convoy (swarm?) of large, diesel-powered bees, and flies around a plant comprised of honking traffic cones. Once the hummingbird comes upon a tree of traffic signals, it stops, waiting for it to turn green. Once the green light flashes, the hummingbird takes off in a hurry. The Audi A6 Avant apparently exists in this world, as the hummingbird comes across one on the road. A narrator then announces, “The lighter you are, the more agile you are. Built with Audi ultra-lightweight technology: the new A6 Avant.”
Audi says the hummingbird is the perfect metaphor for its latest A6 Avant, and as a result, some of the sport wagon’s styling elements were considered when designing the bird. Audi says the most prominent one is the hummingbird’s breast, which is meant to resemble the A6’s grille. The spot is creative and out-of-the-box, but somewhat uncharacteristic of what we’ve seen in past Audi ads. We’re still on the fence about whether we like it or not, but at least it’s better than disco-dancing animals.