The New Audi S6, The New Audi S7 #JekyllAndHyde - Audi | Clapboard Ad Archive

The campaign for the new Audi S6 and S7 leverages the duality embodied in the classic narrative of Dr. Jekyll and Mr. Hyde to position these vehicles as embodying two contrasting yet complementary qualities. Through the hashtag #JekyllAndHyde, Audi’s proposition centers on offering a car that seamlessly combines refined elegance and sophisticated design with powerful, dynamic performance. This nuanced duality suggests that owners can experience both control and excitement, luxury and raw power, within a single driving experience. Strategically, the campaign taps into a well-known literary reference to communicate complexity and depth, appealing to an audience that values both intellectual engagement and automotive excellence. The creative angle translates the concept of dual personalities into the automotive arena, where the vehicles can adapt to different driving moods or environments, effectively resonating with consumers seeking versatility without compromise. Targeting the premium automotive market in France, the campaign focuses on discerning drivers who appreciate craftsmanship alongside performance innovation. By aligning the vehicles with a cultural story of transformation and hidden facets, the campaign fosters an emotional connection that elevates the cars beyond purely functional objects to symbols of personal identity and lifestyle. The choice of film as the medium and the French market underscores a sophisticated, narrative-driven approach, aiming to distinguish Audi from competitors through storytelling that highlights the brand’s engineering prowess and design philosophy. Overall, the campaign’s market strategy integrates cultural storytelling with product positioning to reinforce Audi’s commitment to delivering vehicles that are both meticulously crafted and thrilling to drive.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign most clearly aligns with FORMAT#12 because it explicitly borrows the iconic narrative and thematic device from “The Strange Case of Dr. Jekyll and Mr. Hyde”—a well-known classic in literature and pop culture. The title, hashtag (#JekyllAndHyde), and description all point to an adaptation of this dual-identity theme as a direct metaphor for the new Audi S6/S7’s dual nature (e.g., sensible versus sporty). Rather than simply demonstrating features or telling a conventional product story, the campaign’s creative structure hinges on appropriating the Jekyll/Hyde format to frame the car’s character, signaling a purposeful homage or parody rather than just symbolism or user-centric imagery. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats