Campaign: Smart Performer
WPP company: MediaCom New York
Client: Audi

Audi TDI clean diesel vehicles use less fuel and emit fewer emissions than standard diesel, but clean diesel amounts to just 1% of the market in the US. This campaign launched during Emmy Awards week featuring award-winning actress Claire Danes in two parallel stories. While Good Day Claire drives the Audi A6 TDI and enjoys her sun-dappled journey on one tank of fuel, Bad Day Claire in another vehicle ends up in jail through a series of unfortunate incidents due to constantly stopping for fuel.


3.2 million YouTube views, visits to the Audi TDI website up 74%.


  • Internationalist Awards for Innovation in Media – Gold Award.
  • Creative Media Awards – Best in Television.

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