BERLIN, 12 JUNE 2018 – In the run-up to the launch of the all-electric Audi e-tron, Daniel Brühl presents the still camouflaged vehicle and reminds us that life is all about trying out new things.

Why not set aside cherished habits to make room for new experiences and new directions? In the current campaign for Audi’s e-tron series, the German Hollywood star, Daniel Brühl, known for films such as Goodbye Lenin! (2003), Inglourious Basterds (2008), Rush (2012) and the series The Alienist (2018), shows what it means to look beyond our immediate horizons. In the campaign film “Creature of habit” by director Paul WS Anderson, Brühl leaves old habits behind and lets himself try new things – including the first all-electric Audi. The special feature: the fully electric car, launching at the end of 2018, appears in the spot as a prototype with a special design camouflage. It exudes desirability without revealing too much of the actual product.

The film will be employed online and, among other things, as a TV highlight spot during the football World Cup.

Numerous social media measures will be deployed to generate more interest in the Audi e-tron and invite users to register for the e-tron newsletter. In addition, the Audi e-tron has been and will be featured at regional events such as the Formula E series, CEBIT and the Kiel Week.

The Audi e-tron at a glance:

The Audi e-tron sets new standards on the path to the mobility of the future. There are already two impressive plug-in hybrids – the Audi A3 Sportback e-tron and the Audi Q7 e-tron quattro – forming the basis for the evolutionary, all-electric Audi to come. For ever fewer CO₂ emissions with ever greater driving pleasure.

André Aimaq, CCO and co-founder of AvL/SE:
“Whilst electric mobility is a subject on everyone’s lips today, many people are still unconvinced. After all, part of it is letting go of what we are familiar with. That new things always present new opportunities is the message of the film. Daniel Brühl is the ideal protagonist for the international format, which continues to build the suspense for the Audi e-tron.”


This entertaining campaign film was directed by none other than film director, screenwriter and film producer Paul WS Anderson, known for, among other things, the Resident Evil series.

Informative online platform

The campaign is based around an online platform conceived by AvL/SE containing extensive information. At consumers can read all about Audi’s alternative drive technologies: for today, the Audi e-tron, Audi g-tron and for the future, the Audi h-tron.