The Human Car | Audi

Audi was about to launch the A8—the brand’s most advanced luxury sedan. So advanced that we felt it seemed less like a car, and more like a person. I mean, the thing can effectively flinch. We decided that we’d be doing the A8 a disservice if we marketed it like a car. Instead, we showed all the ways it behaves like only a person can.

From spotting hazards to giving you a back rub, the Audi A8 is your ever-empathetic companion on the road. We got into the details with this print series.

The A8 is so emotive and expressive, it feels like it actually wants to communicate. So we created a few social videos, and let it talk.