Agency Network: 
October 2009

Print advertisment created by Lowe, Canada for Audi, within the category: Automotive.

Conquer winter, with Audi Genuine Wheel and Tire Packages.

Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Geoffrey Roche, Christina Yu
Associate Creative Director: Sean Ohlenkamp
Art Director: Erik Wiwchar
Copywriter: Simon Craig
Illustrator: Erik Wiwchar
Photographer: Avner Levona
CGI: RayboX

Comments (30)

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JavierGarza's picture
Activity Score 150

great ad!
great idea


iwannatalktosamson's picture
Activity Score 701

Very nice. Nice work team.

slowrider's picture
Activity Score 648

one should not take life so seriously - as one will not come out of it alive.

Guest's picture

Good ad! Subtle and intelligent, you need to have some understanding of how things actually work to really get this (to those of you who drive in snow, compated to those of you that don't), the realism is impressive.

To all you haters out there, whether you are brand loyalists or not, that Mercedes creative you have posted is...

1. A totally different concept

2. Brash and in your face, not nearly as modest as this ad.

3. Very poorly executed (explicitly the Tree tire), when compared to this incredibly well conceptualized and rendered piece of art. The attention to detail is something I am sure the Mercedes creatives now wish they had considered doing...

To Lau - I think it builds on Audi's quattro drive system, like these genuine wheel and tires improve handling and see you carve through the snow, rather than glide and slide. Just a thought.

slowrider's picture
Activity Score 648

ah - thats you - who did this ad

one should not take life so seriously - as one will not come out of it alive.

rolling.stone's picture
Activity Score 2741

subtle idea


~ Quite obviously, I have gathered no moss ! ~

alexander_bickov's picture
Activity Score 3279


Adaddicted's picture
Activity Score 3435

Great Art!


CopyRight's picture
Activity Score 713


Wolfgang's picture
Activity Score 151
Creative Criminals's picture
Creative Criminals
Activity Score 54

I like it! Audi does nice things!

slowrider's picture
Activity Score 648

one should not take life so seriously - as one will not come out of it alive.

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Yes, this was done and I prefer the other one. But does it mean that the car is going to slide good on snow?

tridipnandi's picture
Activity Score 220

Nice Art...

Guest's picture


Guest's picture

de doo done done done de doo done done.

Chopper's picture
Activity Score 1015


silvi's picture
Activity Score 4172

Too subtle i think.

0.5Kudos's picture
Activity Score 8

I disagree.

Guest's picture

Good illustration. Nothing else.

Guest's picture

nice retouching...horrible idea.

Mr.Happy's picture
Activity Score 9

Very nice CGI and retouching by RayboX. As for the idea... horrible, horribly, horrible. Lowe Roche...for shame!!!

Guest's picture

Methinks Mr. Happy and a couple of the guests here got shit canned by Geoffrey and are very very bitter. Nice ad guys. Keep up the good work.

Mr.Happy's picture
Activity Score 9

Methinks you need to rethink your career path if this ad is clever, or smart to you. Or maybe this is your ad, or maybe, you are a student who has no knowledge of prior campaigns of a very similar nature. The" tire tread" gag for winter tires is over done, and has been done so many better ways than this. I love the majority of Lowe Roche work, it's just not my favourite. We still love you Christina Yu!

Leland's picture
Activity Score 95

I've never said done before. I was saving it for this ad. Done.

jorgegolcher's picture
Activity Score 9

Excellent Idea, very nice.

Hellas's picture
Activity Score 1172

i like the idea. only thing it needs is a larger close up of the snowmobile so we get the idea right away and don't waste 5 seconds wondering "what's special about this tire"

i don't really like the copy. Would be better if it said "This winter, escape". just my opinion..

"I don't live in Greece, Greece lives in me..."

Tommy G.'s picture
Tommy G.
Activity Score 897

good idea but why only snowmobile? I know it represents well the winter but what about cars? VTT? Van? They still drive in winter...

Grrrr's picture
Activity Score 1961

Art-direction wise, I've seen better executions of this very idea (instead of writing "done")

Migzter13's picture
Activity Score 973

Hits the right places I guess. Nice Work.

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).