Audi launches ‘The Driven’ campaign as soccer takes center stage in the U.S.

• Campaign builds on Audi’s longstanding commitment to soccer in the U.S.
• Cinematic TV spot features MLS star Diego Luna

Audi of America today debuted a national campaign spot, ‘The Driven’, starring Real Salt Lake midfielder, Diego Luna. Launching as part of the Summer of Audi Sales Event, the spot celebrates the relentless pursuit of excellence shared by elite athletes and Audi, as soccer reaches new heights in the United States. As soccer continues to grow in cultural influence across the U.S., Audi builds on more than a decade of partnership with Major League Soccer (MLS), championing the athletes and moments driving the sport forward. The campaign is rooted in a belief shared by the brand and athletes alike: progress is never finished.

Conceived and directed by New York-based agency Ogilvy, the spot follows Luna as he strikes goal after goal, refining his precision and form. Midway through, the repetition freezes, each ball forming Audi’s iconic four rings before an Audi SQ5 bursts through the net, a visual expression of performance realized.

‘Being an athlete builds in you this innate refusal to stay stagnant, always pushing toward your next personal best, and Audi’s campaign really speaks to that,’ said Diego Luna. ‘It was incredible to work with a brand that’s just as obsessed with raising its own bar.’

Audi has a longstanding commitment to soccer globally and has partnered with MLS in the U.S. since 2015. As the league’s Official Automotive Partner, Audi plays a central role in its most competitive moments, serving as title sponsor of the Audi MLS Cup Playoffs and presenting sponsor of the MLS Golden Boot, MLS Cup MVP, and MLS Cup, while also supporting the season as presenting sponsor of the Team of the Matchday digital series and an official partner of the MLS All-Star Game.

Launching in tandem with the campaign, the Summer of Audi sales event runs from July 1 through August 31 and offers customers special incentives on select new vehicle purchases and leases. The annual event invites drivers to visit their local Audi dealer and discover the performance, design and advanced technologies featured across the Audi model lineup.
Photo credit: Audi
Posted on Autotech-plus.com

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