The next spot in Audi‘s “Canada. Land of Quattro” campaign focuses, unsurprisingly, on winter driving. It hits the same points as previous iterations: celebrating Canada’s rugged driveability and using vast, rugged landscapes as backdrops for the product.
But here again is a spot that fits within a larger trend in art direction. It presents Canada as a grey, digitally darkened fantasy world presented by a grim-voiced narrator. We see it in the new Canadian Olympic Committee campaign and Sport Chek’s campaign. Even Great Britain’s Olympic movement has started using this concept.
