Audi Australia has launched ‘Fluent in Both’, a new brand platform for its e-hybrid range, developed by Apparent. The new Q5 plug-in hybrid leads the plug-in hybrid line-up platform.
The platform is built on the idea that most cars speak only one language, but the Q5 e-hybrid speaks both. It speaks 100% electric in town, then petrol when the road opens up, allowing drivers to go as far as they like without thinking about a charger.
The film plays out through a driver who switches between English and German as easily as the car switches between drivetrains, turning from English to German to describe the petrol performance legacy on which Audi built its name. It ends in one word, delivered straight to camera: “Fluently.”
Scott Pickett of Scoundrel directed the film. The driver was cast for real fluency, someone who could move between the two languages without a beat of hesitation. Studio Tonic handled the sound, taking the car from near silence to the note of the petrol engine.
The campaign launches this week across film, out-of-home, social, and digital channels. The platform is built to carry the wider Audi plug-in hybrid range.
“Plug-in hybrid is a noisy category,” said David Jackson, executive creative director, Apparent.
“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.”
“The Q5 e‑hybrid is Audi’s most significant model launch of 2026,” said Nick Reid, general manager marketing, Audi Australia.
“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.”
Credits
Company: Audi Australia
Creative Agency: Apparent
Production Company: Scoundrel
Director: Scott Pickett
Post Production: White Chocolate
Sound: Studio Tonic
Design: Adam Johnson Design
