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Audi R8 Turns into Matryoshka Doll for New Print Ad

We’ve all seen those Russian wooden dolls that assemble one inside the other, right? Well, the person that brainstormed the idea for this Audi advertising campaign probably had one of them on his or her desk.The print ad, which is the creative work of DDB Barcelona, plays on the tag-line “Audi R8: A sporty car full of history” and shows the R8 as biggest doll, following legends like the Ur-Quattro rally car.

The longtime VW Group advertising partner has incorporated three racing models from Audi’s past, the Ur-Quattro rally car, the NSU TT and what looks like the Auto Union Type D. We’ll remind you that NSU and Auto Union united more than 40 years ago to form what we now know as the Audi brand.

The four rings of the Audi badge symbolise the brands Audi, DKW, Horch and Wanderer, which were combined to form Auto Union in 1932. Auto Union and NSU, which merged in 1969, both made many significant contributions towards the development of the car.

The ad makes us wonder how much different a four-wheel drive supercar like the R8 would have looked were it not for the legendary Audi Ur-Quattro. The name has also been used by Audi to refer to the quattro four-wheel drive system, or any four-wheel drive version of an Audi model.

The Audi Quattro was the first rally car to take advantage of the then-recently changed rules, which allowed the use of four-wheel drive. It won competition after competition for the next two years. To commemorate the success of the original vehicle, all subsequent Audis with their trademark quattro four wheel drive system were badged "quattro" with a lower case "q".
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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