Say Cheese

29 Jul 2006

You gotta love the daring plan the South African branch of Ogilvy came up with for the Audi RS6. Those are things you couldn’t do in this country without having some tickets on your ass and a few nasty phone calls from ‘los coppers’. This placement is quite amusing. Not only does it alert people of the traffic cam behind the billboard, it also gives Audi a bit of a ‘helping you out’ status. On the other hand, the ad might also indicate something completely different. Those who can afford the RS6 will probably not feel bad about being flashed for speeding. RS means ‘Racing Speed’, so I imagine some of the Audi RS6 drivers will just put their head out of the window and put up a huge smile for the picture, making fun of the entire ’speeding camera thing’. Also, in my country the cameras are placed in the direction the traffic is heading for, in this case it’s the opposite, so it might be less daring as it seems, given the fact the camera might be ‘flashing’ cars that come from the other direction as the one you’re driving in whilst seeing the billboard. I might be wrong here, I’m just comparing it to the situation in my country. Fact is: on this picture there are no cars coming from the other direction. That would indicate that the camera is scanning and taking pictures from approaching speeding drivers. I didn’t know they could do that. Would the camera be part of the execution as well?

Audi RS6

Agency: Ogilvy, Johannesburg, South Africa
Executive Creative Director: Gerry Human
Creative Director: James Daniels
Art Director: Tetteh Botchway
Copywriter: Mahle Kwababa
Via AdsOfTheWorld

1 Comment

Posted by Miel Van Opstal in Advertising, Campaigns, Marketing


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  1. RuZ

    August 2, 2006 at 7:05 am

    The camera might be part of the execution, but here in SA I’d say the majority of cameras trap you when approaching! You never get use to the flash ;-)