Centred around a product truth, the ad highlights how Audi substituted straight lines with curves and created an SUV with one of the lowest drag coefficients in its category. This truth is brought to life with “The new streamlined Audi Q5", presenting us with the opportunity to challenge the category norms; SUVs being commonly perceived as ‘boxy’, crude and inefficient. Thus the campaign idea is articulated by the line: “We’ve unboxed the box - The new streamlined Audi Q5.” Visually we see a card box unfolded and transformed into a car.