Audi e-tron - "Don't hate. Imitate" by World Luxury Award 2021
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| Title | Don't hate. Imitate |
| Brief | Audi Norway’s “Don’t Hate. Imitate.” was a series of online films produced in a humorous response to competitor General Motors’ Super Bowl campaign. GM promoted its electric vehicles with the message “Why does Will Ferrell hate Norway?” Their spots featured Hollywood star Ferrell declaring his hate for Norway. His “hatred” was fueled by the fact that Norway is selling more EVs than any other country. As the best-selling EV-brand in Norway, Audi had to fight back. And, we had to act fast to win the EV-battle of The Super Bowl. Our comeback was produced and launched within just 48 hours of the GM ads, just in time for Super Bowl.Our comeback starred Game of Thrones star and proud Norwegian Kristofer Hivju. We fought back with tailor-made responses with one simple message: Don’t Hate. Imitate.In GMs main ad Ferrell, in his determination to hate Norway, punched a hole in a globe where Norway is located. In our first execution we turned the crushed globe, into the key element of our response to GM and Ferrell. |
| Agency | POL Oslo |
| Campaign | Don't hate. Imitate |
| Advertiser | Audi |
| Brand | Audi e-tron |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Digital |
| Length | |
| Production Company | Einar Film & Fortellinger |
| Actor / Celebrity | Kr.....er H...u Subscribers Only |
| Creative Director/ art director | Th.....�rn R..d Subscribers Only |
| Creative Director, Copywriter | R...rt R...li Subscribers Only |
| Account Director | P...er B...e Subscribers Only |
| Project Manager | S...in Pa....ir Subscribers Only |
| Designer | ..e J...b ..e S....um Subscribers Only |
| Director | A...l H...ie Subscribers Only |
| Executive Producer | G..i N..y Subscribers Only |
| Producer | Ni....ne H...ø Subscribers Only |
| Advertising Manager | T...y .. J...en Subscribers Only |
| Advertising Manager | E..n R...es S....vo Subscribers Only |
| Director of Photography (DOP) | ..�l U...k R....th Subscribers Only |
| Post Production | C...l B...e Subscribers Only |
| Post Production | ..a Fi....ud Subscribers Only |
| Music Composer | P...er Fa....nd Subscribers Only |
| Offline Editor | M...us E....en Subscribers Only |
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