Audi Australia has launched a new brand platform for its plug-in hybrid range, with creative agency Apparent launching Fluent in Both to promote the new Audi Q5 e-hybrid.
The campaign marks Apparent’s first brand platform for the luxury carmaker and centres on the dual nature of Audi’s plug-in hybrid technology, positioning the Q5 e-hybrid as equally at home running on electric power in the city and petrol on longer journeys.
The creative idea is built around the concept that while most cars “speak” one language, the Q5 e-hybrid speaks two. The hero film mirrors this by featuring a driver who effortlessly switches between English and German, reflecting the vehicle’s seamless transition between electric and petrol powertrains. The ad concludes with a single word delivered directly to camera: “Fluently.”
Directed by Scott Pickett from Scoundrel, the film features a driver chosen for genuine bilingual fluency. Audio was crafted by Studio Tonic, with the soundtrack shifting from the near silence of electric driving to the distinctive sound of Audi’s petrol engine.
The campaign launches this week across film, out-of-home, social and digital channels and is designed as a long-term platform for Audi Australia’s broader plug-in hybrid portfolio.
David Jackson, executive creative director at Apparent, said the agency wanted to differentiate Audi in an increasingly crowded plug-in hybrid market.
“Plug-in hybrid is a noisy category. Everyone’s shouting about range and running costs and sounding exactly the same. We wanted to find a genuinely Audi way into it. Not louder, just clearer. The two-language idea gave us that. It’s confident, it’s a bit clever, and it lets petrol and electric both be the hero without one speaking over the other. Fließend, as they’d say back in Germany.”
Nick Reid, general manager of marketing at Audi Australia, described the campaign as a significant milestone for the brand.
“The Q5 e-hybrid is Audi’s most significant model launch of 2026. Fluent in Both gives us a powerful creative platform that captures the flexibility of the plug-in hybrid powertrain while celebrating the brand’s mother tongue and the spirit of Vorsprung durch Technik that defines Audi in the emerging EV era.”
Credits:
Client: Audi Australia
Creative agency: Apparent
Production company: Scoundrel
Director: Scott Pickett
Post-production: White Chocolate
Sound: Studio Tonic
Design: Adam Johnson Design
