Audi switches languages and powertrains in new Apparent campaign

Audi Australia and Apparent have launched Fluent in Both, a new brand platform designed to support the luxury carmaker's growing plug-in hybrid range, led by the new Q5 e-hybrid.

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The campaign is the first major brand platform developed by Apparent for Audi Australia since the agency added the Volkswagen Group account. It centres on the idea that while most vehicles "speak" either electric or petrol, the Q5 e-hybrid can do both.

A creative platform built around dual power

The hero film follows a driver who switches seamlessly between English and German, mirroring the vehicle's transition from electric driving in urban environments to petrol power for longer journeys.

According to the agency, the concept aims to distinguish Audi in an increasingly competitive plug-in hybrid category by focusing on the flexibility of the drivetrain rather than familiar messaging around range or running costs.

David Jackson, executive creative director at Apparent, said the campaign sought a distinctive creative approach for the brand.

"Plug-in hybrid is a noisy category. Everyone's shouting about range and running costs and sounding exactly the same. We wanted to find a genuinely Audi way into it. Not louder, just clearer.

"The two-language idea gave us that. It's confident, it's a bit clever, and it lets petrol and electric both be the hero without one speaking over the other. Fließend, as they'd say back in Germany."

Supporting Audi's hybrid ambitions

The campaign launches this week across film, out-of-home, social and digital channels. Audi said the platform has been developed to support its broader plug-in hybrid portfolio beyond the Q5 e-hybrid.

Nick Reid, general manager marketing at Audi Australia, described the Q5 e-hybrid as the company's most significant model launch of 2026.

"The Q5 e-hybrid is Audi's most significant model launch of 2026. Fluent in Both gives us a powerful creative platform that captures the flexibility of the plug-in hybrid powertrain while celebrating the brand's mother tongue and the spirit of Vorsprung durch Technik that defines Audi in the emerging EV era."

Production team

The campaign was directed by Scott Pickett through Scoundrel. The production also involved White Chocolate for post-production, Studio Tonic for sound, and Adam Johnson Design.

Credits:

• Client: Audi Australia
• Creative agency: Apparent
• Production company: Scoundrel
• Director: Scott Pickett
• Post-production: White Chocolate
• Sound: Studio Tonic
• Design: Adam Johnson Design