Bing Crosby told us to “accentuate the positive." I wonder if he’d give that same advice to Audi today.
If you’ve seen this year’s Audi commercials, created by Venables Bell & Partners, you know that the spots make clever use clichés to stereotype the competition. Lexus, BMW, Mercedes and Audi’s other luxury segment competitors all get a thorough walloping, with their car owners portrayed as soulless drones, vertically challenged wannabes, and bland housewives. And the impact of this advertising is undeniable. After all, who wants to be typecast as a materialistic automaton?
But what is Audi offering in return? The carmaker is certainly promising to break the pattern of monotony, but how, exactly? Truth in Engineering is a powerful tagline, but Audi’s advertising could help shape this line a bit, and tell us exactly what it is that the brand stands for—as opposed to what it is that their competitors stand for. Sure, the car looks amazing, but Audi doesn’t have a monopoly on good looks.
Then again, attack ads are nothing new, as the Apple/PC, AT&T/Verizon, and Coke/Pepsi wars can all attest. But speaking strictly for myself (and perhaps for good old Bing Crosby), it would be nice to see Audi start to carve out a unique position in the marketplace. Don’t you think?