Audi has a strict brand philosophy, ‘Progress through Technology (Vorsprung durch Technik).’ ‘Take the Next’ campaign aims to demonstrate the meaning of the progress Audi pursues. The meaning of the progress in the campaign is ‘the design of the future beyond today’. The commercial film describes Audi’s own single frame grille and interior design as the innovation that surpasses the contemporary design philosophy. That is, the campaign delivers the message to the people, who enjoy the best of today, should pursue the best of the future.