What: Audi Ski Jump Commercial (2005)
Focus: quattro, Audi A6 4.2 quattro (C6, type 4F)
Year: 2005
Location: Pitkävuori ski jump, Kaipola, Finland
Driver: Uwe Bleck
Ad Agency: Philipp und Keuntje
OVERVIEW
The 2005 Audi Ski Jump commercial is a modern reimagining of the brand’s famous 1986 advertisement, created to celebrate the 25th anniversary of Audi’s quattro all-wheel-drive system. Produced by the Hamburg-based agency Philipp und Keuntje, the spot recreated the original stunt using a new Audi A6 4.2 quattro and reaffirmed the technological credibility of quattro through a real, unassisted demonstration on the same historic ski jump in Finland.
BACKGROUND
Fourteen years after rally driver Harald Demuth drove an Audi 100 CS quattro up the Pitkävuori ski jump in Kaipola, Finland, Audi returned to the site in 2005 to reprise the feat. The Pitkävuori jump had been closed in 1994 and required significant repairs to be brought back to operational condition. Its specifications remained unchanged: a 37.5-degree incline, equivalent to an 80 percent gradient, and a total height of 47 meters.
For the anniversary campaign, titled “25 years of quattro,” Audi engineer Uwe Bleck was selected to pilot the 335 PS Audi A6 4.2 quattro. The challenge mirrored the original demonstration—ascending the snow-covered ramp under its own power, without external assistance.
EXECUTION
The new commercial emphasized authenticity, using the original timber-framed ski jump roughly 300 miles north of Helsinki. The A6 4.2 quattro approached the ramp in first gear at 4,200rpm, reaching approximately 37mph as it began its climb. Bleck repeated the ascent eleven times during filming, later remarking that he could have driven even faster at the steepest point.
Keeping the car stationary at the top of the structure proved the greatest technical challenge. The production team engineered a bespoke “roll back safety device” mounted to the underbody of the vehicle. Acting like a sledge on a steel base plate, the device prevented the car from sliding backward on the icy surface but provided no forward propulsion.
Beyond this safety measure, modifications to the A6 were minimal. The automatic transmission was locked in first gear to maintain consistent power delivery, and the wheels were fitted with rally-style tires featuring six-millimeter spikes for traction. Otherwise, the car remained a standard production A6 4.2 quattro, underscoring the commercial’s message of real-world capability.
CREATIVE DEVELOPMENT
Philipp und Keuntje approached the project as both homage and evolution. While the 1986 commercial became a cultural milestone associated with “Vorsprung durch Technik,” the 2005 version sought to reconnect modern audiences with the roots of quattro by revisiting the same location and repeating the same test under contemporary conditions. The film’s aesthetic was similarly restrained, focusing on the drama of the climb itself rather than special effects or narrative embellishment.
The agency’s commitment to authenticity aligned with Audi’s long-standing preference for technical demonstration in advertising. The result was a commercial that echoed the spirit of the original while showcasing the advances of a new generation of quattro engineering.
BROADCAST & RECEPTION
The 45-second spot began airing across mainland Europe on March 5, 2005, with consideration for later cinema use. Audi UK had not yet confirmed whether it would include the campaign in its domestic advertising strategy. Like its predecessor, the new Ski Jump commercial quickly became emblematic of Audi’s engineering-focused brand identity and reinforced the cultural legacy of one of the most memorable stunts in automotive advertising.
PHOTO GALLERY
