Audi transforms engine roars into sonic symphony

Audi UK has unveiled a new campaign with BBH London that transforms the roar of its RS models into music. Titled "Engine symphony", the tactical push taps into the end of the classical music season by reimagining horsepower as harmony.

To bring the idea to life, the brand enlisted a composer to transcribe the sounds of Audi RS engines into sheet music, blending performance with artistry. The 50-second spot opens with shots of the score before showing the composer at work, capturing the engine’s acoustics. It then transitions to photographs of the sheet music displayed across out-of-home sites.

The creative was rolled out as an OOH activation, reframing the vehicles’ distinctive sound as a symphonic experience rather than mechanical noise.

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MARKETING-INTERACTIVE has reached out for more information. 

Audi is not the only carmaker leaning on music for storytelling. In June, BMW launched a global campaign spotlighting its central vehicle control unit, the “Heart of joy”, led by an unlikely star: a waltzing octopus.

Titled "Octowaltz", the film features the creature gliding through the ocean in a precisely choreographed underwater dance. The hypnotic sequence serves as a metaphor for the precision and harmony delivered by BMW’s system, which integrates core functions including drive, braking, energy regeneration, and partial steering into a single control unit.

First unveiled in April and previously showcased at Auto Shanghai as part of the BMW Vision Driving Experience, "Octowaltz" now takes this innovation to the masses through a poetic, emotionally resonant lens.

BBH London’s work with Audi follows its recent campaign with Burger King UK and celebrity chef Gordon Ramsay to launch its new Wagyu burger. The tongue-in-cheek push highlighted indulgence while making it clear Ramsay was not behind the grill.

The integrated campaign was produced by BBH’s in-house production arm, Black Sheep Studios, with films directed by Artur Wolgers and OOH photography by Mark Peckmezian. While the films follow Ramsay’s comical attempts to be involved, the OOH executions spotlight the burger itself, with the chef teasingly just out of frame.

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