Audi Commercial Makes Q5 Out of Cardboard Box

A cool and quirky new commercial has been popping up on television in the EU for the new Audi Q5. Called "Unbox the Box", the advertisement features an animated man drawn on the side of a cardboard box carefully reshaping the box into a Q5.

Set to American folk singer Woody Guthrie's "Car Song", the minute-long spot was directed by Aaron Duffy and Russell Brooke. Select credits for the commercial can be seen below.

Seen here is the Dutch version of the advertisement, calling the Q5 the most streamlined SUV, and fitting in environmentally friendly classes of B and C. In the Netherlands, cars are categorized on an A through G scale of cleanliness, with A having the least negative effects on the planet. Dutch purchasers, who get a tax rebate when purchasing an A or B car, have overwhelmingly stuck to purchasing cars in the first three tiers.

The British version of the spot ends with "We've unboxed the box. The new streamlined Audi Q5."

The new Audi Q5 has a choice between a 2.0 liter TFSI petrol engine, a 2.0 liter TDI, or a 3.0 liter TDI. The first engine gets 211 hp, 258 ft-lb of torque, and has a 0-100 km/h time of 7.2 seconds. The diesel engines get 170 hp/258 ft-lb, and 240 hp/369 ft-lb respectively. Their 0-100 times are 9.5 seconds and 6.5 seconds. Top speeds for the petrol and TDIs are 138 mph, 127 mph, and 140 mph.

All models comes with a seven-speed S-tronic dual-clutch transmission, dual xenon lights, LED daytime running lamps, and LED taillights. Wheels range from 17 inch up to 20 inch. Three exterior trims are available, as well as an off-road package.

"Unbox the Box" was developed by Bartle Bogle Hegarty London, a British ad agency. Executive creative director on the project was Nick Gill, paired with creative directors Kevin Stark and Nick Kidney.