Sunday was the first day women in Saudi Arabia were allowed to obtain their driver’s license and drive cars, allowing for more independence and lifting the ban that had been in place since the 1950s. It is estimated that 2,000 women will apply for licenses to drive in the country.
To celebrate the historic day, Audi focused on a modern Saudi married couple to illustrate how equality in driving applies to everyday life. The spot, “Doors,” from Thjnk in Hamburg, shows the predictable chivalry of the husband opening doors in the home for his wife but, in a twist, she opens the door on the passenger side for him.
“With this film, we welcome the women of the Kingdom of Saudi Arabia to the world of Audi,” said Jorg Dietzel, head of global creative and sales media at Audi. “We are happy to be part of their future explorations.”
Directed by Nacho Gayan, who was responsible for Dewars’ “Live True” spot, the work is sprawling, cinematic and a relatively restrained celebration of a critical moment in Saudi Arabia, compared with other campaigns created to mark the change in the country.
“Occasion-related communication is always very relevant, of course. Even better if the occasion is such as this,” said Armin Jochum, CEO and CCO of Thjnk.
The film debuted in Saudi Arabia and will be distributed worldwide. Additionally, it will be shown in the first movie theater in the Saudi capital of Riyadh.
Head of Marketing Communications: Giovanni Perosino
Head of Global Creative and Sales Media: Jörg Dietzel
Project leader: Cordula Metze, Bastiaan Jordan
Managing Director Creation: Gerrit Zinke
Creative Director Art: Andreas Wagner
Creative Art Junior: Bronco Wewer
Creative Director Copy: Michel Foertsch
Creative Copy Junior: Henning Kortmann
Account Director: Desiree Schelinski
Agency Producer: Julia Koop
Film production: Stink GmbH
Director: Nacho Gayán
Camera: Dimitri Karakatsanis
Post-production: Fx Mix
Music: Not A Machine Hamburg