Friday, February 12, 2010

Video: Audi takes jab at BMW, Mercedes and Lexus in new Winter Olympic ad spots

. Friday, February 12, 2010

Audi has produced two new television commercials set to air during this year's Winter Olympics. Each ad takes a respective jab at Audi's closest competition. One ad highlighting Audi's "friendly competition" with BMW; followed by a look at the "spell" put on consumers by the likes of Mercedes, Lexus, BMW and even Ferrari.

Press Release:

Audi to advertise in 2010 Winter Games

- Spots to debut during the Opening Ceremony on February 12, 2010
- New creative follows success of Green Car ad in Super Bowl XLIV
- Ads are entitled “Spell” and “Friendly Competition”

HERNDON, Va., Feb 11, 2010 - Audi today announced that it has developed two new creative spots that will air throughout the 2010 Winter Games. Starting with the opening ceremony on February 12 and continuing throughout the games, these spots, entitled “Spell” and “Friendly Competition,” follow the critically acclaimed Super Bowl XLIV ad that ran less than one week ago. With this aggressive television campaign, Audi intends to further cement its leadership position in the United States. With record market share in the U.S., faster growth than its competitors, the coveted 2010 “Green Car of the Year” Award from Green Car Journal, and an extraordinary three straight defeats of BMW in head-to-head Car and Driver comparisons, Audi is prepared to show American viewers it is clearly the luxury brand of both today and the future.

As a sponsor of the United States Ski Team since 2007 and having recently produced the documentary “Truth in Motion,” Audi is familiar with the competitive environment that the Winter Games generate. “Friendly Competition” continues that theme with humor based on the notion that in every competition, someone, or something, falls short. The spot features the Audi S4, A6 and Q5. “Friendly Competition” will be a 30-second spot.

“Spell” will appear in both 30 and 60-second forms throughout the games. This ad centers on the premise that we’ve been taught to desire certain things, whether a boring SUV, a fiery Italian sports car, or simply a status symbol that our neighbors will notice. With Audi of America’s market share growing faster than its competition, the Audi R8 5.2 FSI quattro super car, A5 Cabriolet, S4 sports sedan and Q5 crossover roar into the spot to break the trance and make consumers take notice of the new leader in luxury automobiles.

“The Audi brand has gained tremendous momentum over the last few years,” said Scott Keogh, chief marketing officer, Audi of America. “Our products are being recognized by the media as some of the best in the world and we’re growing faster than Mercedes, BMW and Lexus in the U.S. market. With the success that the Super Bowl platform has provided us over the past three years, the Winter Games was a clear choice for us to continue to lead in the luxury segment.”

Both spots were created by Audi of America’s advertising agency of record, Venables Bell & Partners. They were produced by Park Pictures and directed by Lance Acord.

Videos: YouTube (AgencySpy)