Directed by Scott Pickett of Scoundrel.
Audi Australia is launching its Audi e-hybrid range, its plug-in hybrid line-up, led by the Q5 plug-in hybrid in a campaign via Apparent.
"Plug-in hybrid is a noisy category. Everyone's shouting about range and running costs and sounding exactly the same,” said Apparent executive creative director, David Jackson.
“We wanted to find a genuinely Audi way into it. Not louder, just clearer.
“The two-language idea gave us that. It's confident, it's a bit clever, and it lets petrol and electric both be the hero without one speaking over the other. Fließend, as they'd say back in Germany."
The film plays it out through a driver who switches between English and German as easily as the car switches between drivetrains, from English then turning to German to describe the petrol performance legacy on which Audi built its name. It ends in one word, straight to camera. Fluently.
It was directed by Scott Pickett of Scoundrel. The driver was cast for real fluency, and Studio Tonic did the sound.
The campaign launches this week across film, out-of-home, social, and digital channels. The platform is built to carry the wider Audi plug-in hybrid range.
“The Q5 e‑hybrid is Audi’s most significant model launch of 2026,” said Audi Australia general manager marketing, Nick Reid.
“Fluent in Both gives us a powerful creative platform that captures the flexibility of the plug‑in hybrid powertrain while celebrating the brand’s mother tongue and the spirit of Vorsprung durch Technik that defines Audi in the emerging EV era."
Credits:
Company: Audi Australia
Creative Agency: Apparent
Production Company: Scoundrel
Director: Scott Pickett
Post Production: White Chocolate
Sound: Studio Tonic
Design: Adam Johnson Design
