Audi UK celebrates how important a progressive mindset is for innovation in its latest ad campaign, starring singer/songwriter Jorja Smith.

“Progress is all those moments that move us forward. Sensing which direction to take. Discovering what drives us. Making things happen. It’s not just what we’re achieved, it’s what’s in front of us,” the voiceover says in the 60-second spot, which features Jorja driving an Audi through the city and recalling key moments in her life, such as the moment her mother bought her a piano.

At the end of the advert, the musician, who listens to her song “Try Me” while driving the car, takes a look at the camera and says “Because life is a work in progress”. The #FutureIsAnAttitude appears on the screen.

Jorja drives an Audi RS e-tron, which is available in different versions, known as trim levels. These allow you to choose a version that reflects your preferred styling.

The car features Matrix LED headlights with a distinctive, X-shaped design, a fully digital display that allows the driver to customise their view and effortlessly navigate through their surroundings, a 16-speaker, 710 watt Bang & Olufsen premium sound system, to name a few of the key features.