Audi of America has unveiled a sweeping national campaign called "The Driven," fronted by Major League Soccer standout Diego Luna.
The spot, crafted under the direction of Ogilvy, follows Luna’s personal journey while underscoring the shared drive for excellence that defines both elite athletes and the German luxury brand.
Soccer’s Rising Influence in American Culture
As soccer continues its ascent across the United States, Audi’s partnership with MLS reflects a strategic alignment with a sport that is reshaping youth engagement and media consumption.
Since 2015, Audi has served as a title sponsor of the Audi MLS Cup Playoffs and as the presenting sponsor of the MLS Golden Boot, MLS Cup MVP and MLS Cup, cementing its long‑term commitment to the league.
The current campaign coincides with Audi’s Summer of Sales Event, a two‑month promotion running from July 1 through August 31 that offers special incentives on new vehicle purchases and leases nationwide.
Diego Luna, a 2024 MLS Young Player of the Year and two‑time MLS All‑Star, embodies the new generation of players who are propelling soccer’s growth in America, making him a natural ambassador for Audi’s message of relentless pursuit.
By linking the ambitions of athletes with Audi’s engineering ethos, the campaign seeks to resonate with consumers who value performance, precision and the relentless pursuit of progress on and off the field.