Audi is no stranger to poking fun or insulting certain car makers, most notible was Audis take on the Lexus self park
gimmick option as seen here. Their new advertising campaign plays as a TV series, where members of the Becker family are driving to a family reunion with their luxury vehicles. Instead of showing the strenghts of the Audi or the weaknesses of the competition (BMW, Mercedes, Lexus), they chose to point out the stereotypes associated with the other players in the luxury market. The ad is actually funny and in some respects even true. Let’s see if their strategy to emphesise the stereotypes of the drivers instead of pointing out why the Audi is better will pay off. If their goal is to get a BMW douche driver to buy a Audi by insulting them, then I am not sure how effective that will be, nevertheless, I would love to see a couple more episodes.
Muamer Hodzic October 9, 2008