Over the last couple of years Audi has been making a push to really differentiate itself from other luxury German car brands like BMW and Mercedes. They have produced a number of commercials that pushed lifestyle over engineering, but in the last six months or so Audi seems to have reversed course.
The latest TV spot they have released pushes Audi’s engineering to the front with high tech computer graphics, a color pallet that reflects the brands understated cool, and a look that promotes the technology in each car.
Produced by Razorfish, and directed by Ole Peters this 30 second spot has a nice blend of 3D computer graphics and live footage. It’s subtle and refined and makes an understated point about the quality of the cars and the 100 year old brand. Art Director Sven Gesner nails the look. Everything about this ad solidifies the Audi brand.