When it comes to car manufacturer Audi, we are kind of accustomed to expecting the unexpected. Yet, the company’s ideas keep surprising us, so we feature its ad campaigns again and again. Now, let’s get down to business: It isn’t the first time the automaker proved that the outdoors can be a really nice place to get a breath of fresh air. And, at the same time, it’s a perfect spot to praise its really-powerful cars.

In one of its previous ads, the automaker hired French professional skier Candide Thovex and embarked on a special journey to “Ski the World” just to show to the audience that All Conditions Are Perfect Conditions for both skiing and playing with a Q7. We are still wondering how the brand came up with this idea…

Now, for its latest campaign, Audi asked another ‘athlete’ to do his best while ‘playing’ in one of their short films. Only this time, the automaker wants to highlight that even the most ambitious and toughest people need some help from time to time. And, of course, the brand couldn’t miss this opportunity to prove once again that All Conditions Are [still the] Perfect Conditions for the cars it produces.

The one-and-a-half-minute-long ad—imagined and created by Sofia-based advertising agency Saatchi & Saatchi Bulgaria—promotes the Audi Quattro and invites the audience to get a quick taste of the magical outdoors. The film titled “Hitchhiker” puts the spotlight on a man ascending the mountains, admiring the forests, taking selfies, and successfully overcoming the creeks.

All looks wonderful until the weather conditions turn against him. Suddenly, the wanderer lets his clumsiness take over: he loses his tent to the wind, sleeps in a freakishly-cold environment, and wakes up in the middle of nowhere. But just when one might wonder what else could go wrong, our protagonist hurts his finger badly in a failed attempt to light up the fire. With so much trouble on him, the man stands up and examines his finger, holding it up in a position worthy of all hitchhikers.

And when you least expect, Audi surprises you with an ace it has up its sleeve. Don’t worry, we aren’t going to spoil your viewing experience, so we won’t tell you how the movie ends. Just watch the video below and see what Audi prepared for you! And the poor hitchhiker…

Credits:

Client: Audi

Agency: Saatchi&Saatchi, Sofia, Bulgaria
Group Creative Director: Konstantin Trendafilov
Group Strategy Director: Kristina Petrova
Creative Director: Radomir Ivanov
Head Of Copy: Peter Pacholov
Head Of Art: Robert Shunev
Account Manager: Julieta Jeleva
Account Assistant: Damyana Gencheva

Production: Beardfrost Productions
DOP & Directing: Stoil Dimitrov, Borislav ‘Bobo’ Kamilov
Edit: Ivaylo Totev
Color Grading: Ivaylo Totev
Sfx: Kaloyan Dimitrov
Executive Producer: Vesela Gaydardzhieva