Audi Is Mischievous After Dark

A new epic creative spot for Audi’s fully electric e-tron range celebrates quiet confidence as a powerful asset, steering the e-tron away from the category norms back to Audi’s core sporting DNA.

‘After Dark’ is a cinematic, mischievous spectacle that returns Audi to its ancestral home: the race track.

BBH London playfully draws on Audi’s decades of motorsport engineering to show how technologies born in the thrilling, high-octane world of motorsport, including instant acceleration, quattro precision handling and intelligent braking, have been tamed for the road.

Shot at the legendary Silverstone Grand Prix Circuit, where Audi is the official car partner, the 90 second slot, directed by Elliott Power via Love Song, features four Audi e-tron models carrying out a coordinated mission.

Rather than driving like ordinary cars, they move with purpose and instinct, each expressing its own personality through choreography inspired by its unique strengths. They evade the security guard and dog as well as skilfully avoiding the mechanic at work.

By the end of the film, the cars have made their way to the Silverstone starting grid, where we leave them ready for the real fun to start. Proof that the e-tron range captures Audi’s Vorsprung durch Technik DNA of pushing the boundaries of performance.

Tony Moore, Head of Marketing at Audi UK, said: “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.”

To underline Audi’s heritage in the motorsport space, the film also features a cameo appearance by the Audi R18 e-tron quattro, a hybrid model, which won the 24 Hours of Le Mans three years running from 2012 to 2014, a clear reminder of how far back Audi has been innovating in the EV space.

The 90-second hero film will launch during the first ad break of the opening match of the 26/27 Premier League, when Arsenal play Coventry City at 20:00 BST. It’s supported by TV, cinema, video-on-demand, social and digital activity. Individual films and cut-downs will highlight the distinct character of each e-tron model. The campaign will run across the UK throughout 2026 and 2027.

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

Designers: Rebeka Fodor and 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 Producers: David Lynch, Georgina Kent and Rory Reames

Media agency: PHD

Client partner at PHD: Scott Boyes

Media planners: 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 (no prep): Ruda Santos 2nd Unit DOP: Ilya Maksymenk

Production Designer: Arthur De Borman

Edit house: Marsheen

Editor: Dave Davis

Edit Producers: Harriet Cawley and 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 and Kaspar Broyd Car Location Record: Kaspar Broyd and Adam Hare Audio Producers: Claire Toms and Eimear Ní Ghuaire