Audi of America has unveiled a new multimedia campaign titled "The Driven," spotlighting Major League Soccer midfielder Diego Luna as the face of its latest push to honor the relentless pursuit of excellence shared by elite athletes and the brand.
A legacy of partnership
The collaboration builds on a relationship that dates back to 2015, when Audi first became the Official Automotive Partner of MLS, weaving the brand into the fabric of American soccer through sponsorships, fan experiences and joint initiatives.
Luna, a 24‑year‑old midfielder for Real Salt Lake, has rapidly risen to prominence, earning MLS All‑Star selections in 2024 and 2025 and capturing the 2024 MLS Young Player of the Year award.
His impact extends beyond the pitch; in 2025 he received the Audi Goals Drive Progress Impact Award for championing mental‑health awareness, a cause he promotes through community programs and public speaking.
Summer of Audi incentives
Running from July 1 through August 31, the Summer of Audi sales event offers special financing and lease incentives on new Audi models, inviting consumers to experience the brand’s blend of performance and innovation firsthand.
The centerpiece of the campaign is a cinematic television spot, directed by Ogilvy, that follows Luna as he strikes goal after goal, each strike echoing the precision and performance ethos of Audi’s lineup, highlighted by the iconic four‑ring emblem and an Audi SQ5 charging through a net.
Ogilvy’s creative direction marries sport and automotive design, using the visual metaphor of a ball bursting through a net to illustrate Audi’s commitment to breaking boundaries and driving progress.
Fans can engage with the campaign across digital platforms, where highlights of Luna’s training drills and behind‑the‑scenes footage reinforce the message that excellence is a daily habit, whether on the field or behind the wheel.