‘Life is a work in progress.’

The voiceover of Audi’s latest campaign, created by BBH London, uses the life story of BRIT award-winning singer and songwriter, Jorja Smith, to show the path towards progress.

In a film designed to promote Audi’s all-electric RS e-tron GT, this concept of progress is brought to life by following Smith’s story and showcasing some of the pivotal moments of progress in her artistic life.

The film will run across video-on-demand, social, print, digital and in cinemas. The soundtrack for the advert is Jorja Smith’s recently released single ‘Try Me’, available now via her independent label, FAMM.

The campaign builds on Audi’s global positioning of using storytellers like Stella McCartney, Janelle Monáe, and Tom Hardy to bring the ‘Living Progress’ narrative alive. The strategy is designed to enhance Audi’s leadership narrative in the electric vehicle sector, through the lever of storytelling of personal progression.

Tony Moore, Head of Marketing Audi UK, explains: “Whether you’re designing for the future of electric mobility, or creating beautiful, artistically fulfilling music, it’s the restless, progressive mindset that leads to innovation. We see this on our cars – and in Jorja’s phenomenal talent and output.”

Felipe Guimaraes, Deputy Executive Creative Director at BBH, added: “Great collaborations are built on shared vision and values and this is a great example of just that. The spirit of innovation in the way that Jorja creates music is in sync with the progressive vision of Audi.”

Audi is focused on significantly increasing its deliveries of all-electric cars. In 2022 the brand’s Electrification strategy delivered an increase of around 44%.

In total, Audi sold over 1.61 million vehicles last year, which was close to the previous year’s level despite prolonged supply bottlenecks and major challenges in the logistics chain. Audi beat 2021’s results in Europe, Germany, and more core markets.

“The strong numbers for the all-electric models show us that our clear focus on electric mobility is the right path,” explained Hildegard Wortmann, Member of the Board of Management for Sales and Marketing at Audi. Overall, Audi delivered 118,196 electric models to customers last year, which is 44.3% more than in 2021.

This campaign is the latest iteration of the automotive giant’s move towards an all-electric future.