This is our time.
No need to pretend.
Nothing to conceal.
We own every second.
A time that defines us – and shapes who we become.

The challenge: Create an RS range campaign that brings performance into the now.
A campaign with a human pulse – authentic, inclusive, and grounded in real emotion rather than artificial spectacle. Performance should be reinterpreted in a smart, contemporary way that resonates beyond horsepower and numbers. A campaign that not only lifts the RS portfolio, but creates a halo for the Audi brand as a whole – and sets the tone for the 2021 communications to follow.

The Idea: Own Every Second reframes RS performance through a human lens.
It’s not about dominating the road – it’s about mastering the moment.

The idea celebrates people who make every second count: in how they move, decide, react, create.
RS becomes the extension of that mindset – a car built for those who don’t just live time, but own it.

Performance is interpreted as presence, precision and purpose.
Every heartbeat, every shift, every moment – intensified, human, and unmistakably Audi Sport.