Advertorial: Audi Q2
Hashtags, young people, Berlin, a-q... that sounds like a pretty good concept already. Watching the video is going to convince you even more. It looks like a lookbook video from an urban fashion
label, effortlessly cool, not trying to be something that they aren't, simple and therefore great! But to give you some context, I'm talking about the new #untaggable campaign from Audi. Or should I say a high-end style guide? The viewer followers a group of young people strolling through Berlin personifying hashtags such as #hero, #legendary, #magical, #justfriends, #normcore etc. Watching it, you want to be part of it, feel that atmosphere, be in that moment.
Nov. 3, 2016
Labels: On track
I looked at some of the hashtags and can probably relate to a few but definitely to #fashionvictim. In the clip they stroll through a vintage shop randomly picking up clothes, trying on things they might have never thought about putting on, if they weren't just there in that moment. Vintage stores are my personal paradise when it comes to fashion shopping. Since I travel a lot where ever I go, I check out their vintage stores first. Japan for example has the best and freakiest vintage shops with things you have never seen before. This reminds me of that one story about a silk bomber jacket with a flamingo on the back. Beautiful and even more beautiful on me (obviously). I was ready to spend quite a bit of money on it as I calculated it to be between 350 and 400 Euros (I found it in Sao Paulo and they obviously don't have euros on the price tags). The girl at the cash desk was super nice, told me I look amazing in it (of course) and asked me if I was really sure about the price. I thought she was joking and explained to her that: "yeah it's half my monthly rent but it's worth it". Then she got confused and asked me again... it turned out that I forgot a 0 with all my calculations and almost ended up paying 4000 bucks for a jacket. Slightly embarrassed but very thankful to that cute sales girl, I marched right out of that shop... without a silk bomber jacket that would have made me look amazing... broke but amazing!
The things you do for fashion! Looking back at it though, it's a great story and I do believe in paying money (even if it's a lot) for something that isn't just a piece of fashion but a memory. Similar to the Audi video where it's not about the scarf she picks out but the memory of the night that will always come back to her when she looks at that scarf. And those moments are priceless (I know, now it got cheesy).
Audi Q2 wants to be more than a car - It’s a feeling! They don't want to be put in a box, they want to be anything you want them to be. The little clip illustrates pretty perfectly how that can mean something different for everyone. It's a mindset. If you can relate in any way, or if you simply want to see a very good ad, you should check out the "HERO VIDEO"!