Audi has sent four of its electric cars on a late-night mission to sneak into the Silverstone race track in a playful new campaign via BBH London.
The 90-second spot, titled ‘After Dark’, followed four Audi e-tron models as they quietly make their way onto the famous racing circuit, dodging security, a guard dog and an unsuspecting mechanic to reach the track.
Shot at Silverstone Grand Prix Circuit, where Audi is the official car partner, Audi’s e-tron GT, Q4 e-tron, A6 e-tron and Q6 e-tron, snuck around the grounds making a foul out of the security guard.
Each got its own moment in the film, with the cars effectively acting as a four-car cast rather than appearing as products in a traditional automotive commercial.
The campaign takes a playful approach to one of the more obvious characteristics of electric cars: they’re quiet. At a circuit normally associated with roaring engines, the e-trons manage to slip around unnoticed.
The cars are also given a little help from Audi’s motorsport history. A cameo from the Audi R18 e-tron quattro appears in the film, referencing the hybrid prototype’s three consecutive victories at the 24 Hours of Le Mans between 2012 and 2014.
The racing connection is particularly relevant for Audi this year as the brand made its Formula 1 debut, bringing its motorsport programme into a new era at the same time as it expands its electric range. Rather than featuring Audi’s new F1 car, however, ‘After Dark’ puts its e-trons in the spotlight.
“The Audi e-tron range combines advanced electric performance with the engineering heritage and innovation Audi is celebrated for. Vorsprung durch Technik has always been about using the craft of design and engineering to move people, and today that philosophy is embodied in our electric vehicles. This campaign captures that beautifully, showing that our e-tron range is every bit as exhilarating, capable and innovative,” said Audi UK head of marketing Tony Moore.
The spot was created by BBH London and was directed by Elliott Power through Love Song.
It will run across the UK through 2026 and 2027. The wider campaign includes TV, cinema, video-on-demand, social and digital activity, with shorter films focusing on the individual e-tron models.
The hero film is set to launch in the first ad break of the opening match of the 2026/27 Premier League season between Arsenal and Coventry City.
Credits
Campaign Title: After Dark
Client: Audi UK
Head of Marketing: Tony Moore
Head of Brand & Performance Marketing: Kristy Venables
Brand Marketing Manager: Laura Brennan
Performance Marketing Manager: Ed Courtenay
Brand Communications Manager: Lauren King
Advertising Agency: BBH London
Global Chief Creative Officer: Alex Grieve
Chief Creative Officer, London & Dublin: Felipe Serradourada Guimarães
Creative Director: Uche Ezugwu
Associate Creative Director: Charlie Pendarves
Creative: George Robb
Designer: Rebeka Fodor, James Bush
Chief Strategy Officer: Will Lion
Strategy Director: Will Hawkins
Senior Strategist: Christina Shutti
Client Managing Director: Bobbie Gannon
Business Lead: Philip Mattinson
Account Director: Georgia Rayner
Account Manager: Katie Headley
Agency Film Producer: David Lynch, Georgina Kent, Rory Reames
Media Agency: PHD
Client Partner: Scott Boyes
Media Planner: Dominic Maddison, Hannah Loe
Production Company: Love Song
Director: Elliot Power
MD UK: Shirley O’Connor
Producer: Ellie Fry
Production Manager: Harriet Staples
1st Assistant Director: Chris Mears
DOP: Harry Wheeler
2nd Unit Director: Ruda Santos
2nd Unit DOP: Ilya Maksymenko
Production Designer: Arthur De Borman
Edit House: Marsheen
Editor: Dave Davis
Edit Producer: Harriet Cawley, Pia Ebrill
Post-Production Company: Stray
Creative Director: Carl Norton
2D Lead: Giacomo Verri
Executive Producer: Clare Melia
VFX Producer: Jack Williams
Grade: Electric Theatre Collective
Colourist: Jason Wallis
Colour Producer: Alex Carswell
Audio Post-Production: String and Tins
Sound Design and Mix: Will Cohen, Kaspar Broyd
Car Location Record: Kaspar Broyd, Adam Hare
Audio Producer: Claire Toms, Eimear Ní Ghuaire
