Our campaign tagline “Built by the book” plays up the British idiom “by the book”, putting both the book as well as the prestigious Audi standards under the spotlight.

Furthermore, the VO reads the actual extract of the original book, The Strange Case of Dr Jekyll and Mr Hyde by Robert Louis Stevenson, hence the very elevated British language used in the film.

The film is the contemporary reinvention of a universal masterpiece, The Strange Case of Dr Jekyll and Mr Hyde by RL Stevenson. It tells the story of a sublime car that transforms itself into an incredibly powerful sporty one, while an unmistakable voice reads the original extract when Dr.Jekyll turns into Mr.Hyde.

The film opens in a foggy atmosphere in the garage of an elegant house in London. The camera slowly turns around the car, giving an elegant top view of it, then reaching the signature front grille before unveiling the sportier side lines.

The wheels are spinning, releasing a mysterious smoke. While reaching the back of the car and its signature coupé silhouette, the camera finally unveils the S7 badge when the voiceover says: "I saw for the first time Mr Hyde". The S7 is unleashed and releases its outstanding power while driving away in the contemporary London.