Background
Audi shares the premium car market in the UK with its familiar competitors, BMW and Mercedes, and has a 6.60% market share of the entire UK car market, nearly the same as BMW (6.66%) and slightly more than Mercedes (6.35%).
With high quality German engineering being at the heart of Audi, Mercedes and BMW, all have struggled in their own way with moving away from product specification into creating more meaningful connections. So when Audi's agency, BBH London, launched an ad starring a bunch of clowns at the end of September 2017, it was a pretty unexpected way to...