Ad of the Day | Audi e-trons Sneak Back to Racing Roots in Mischievous Silverstone Spot

Aug. 24, 2026

A new epic creative spot for Audi’s fully electric e-tron range celebrates quiet confidence as a powerful asset, steering the e-tron away from the category norms back to Audi’s core sporting DNA. 

"After Dark" is a cinematic, mischievous spectacle that returns Audi to its ancestral home: the race track. 

BBH London playfully draws on Audi’s decades of motorsport engineering to show how technologies born in the thrilling, high-octane world of motorsport, including instant acceleration, quattro precision handling and intelligent braking, have been tamed for the road. 

Shot at the legendary Silverstone Grand Prix Circuit, where Audi is the official car partner, the 90 second slot, directed by Elliott Power via Love Song, features four Audi e-tron models carrying out a coordinated mission. 

Rather than driving like ordinary cars, they move with purpose and instinct, each expressing its own personality through choreography inspired by its unique strengths. They evade the security guard and dog as well as skilfully avoiding the mechanic at work. 

By the end of the film, the cars have made their way to the Silverstone starting grid, where we leave them ready for the real fun to start. Proof that the e-tron range captures Audi’s Vorsprung durch Technik DNA of pushing the boundaries of performance. 

Tony Moore, Head of Marketing at Audi UK, said:

“The Audi e-tron range combines advanced electric performance with the engineering heritage and innovation Audi is celebrated for. Vorsprung durch Technik has always been about using the craft of design and engineering to move people, and today that philosophy is embodied in our electric vehicles. This campaign captures that beautifully, showing that our e-tron range is every bit as exhilarating, capable and innovative.” 

 

To underline Audi’s heritage in the motorsport space, the film also features a cameo appearance by the Audi R18 e-tron quattro, a hybrid model, which won the 24 Hours of Le Mans three years running from 2012 to 2014, a clear reminder of how far back Audi has been innovating in the EV space.

The 90-second hero film will launch during the first ad break of the opening match of the 26/27 Premier League, when Arsenal play Coventry City at 20:00 BST. It’s supported by TV, cinema, video-on-demand, social and digital activity. Individual films and cut-downs will highlight the distinct character of each e-tron model. The campaign will run across the UK throughout 2026 and 2027.