Audi TT DVR Spot 1
There is a new television campaign for the Audi TT and a new spot for the Audi A4. Autoblog has made them available through youtube(with the necessary slow-mo recap included), and they are now embedded here.
The first spot, shown above, is 1 of 2 for the Audi TT that utilizes the prevailence of DVRs. This isn't exactly groundbreaking. Sprite's Sublymonal campaign has done some cool DVR specific stuff as well as GE with it's One Second Theater and KFC's Buffalo Snacker campaign. However, in Audi's instance the quickness of it all actually pertains to a feature of the vehicle, the shift speed. The spots equate other things that happen quickly, with the time it takes Audi's amazing DSG transmission to change gears (0.2 seconds). It puts it into perspective. I personally always rewind and slow-mo any hidden content I happen to see during commercial breaks. Then again, I'm a bit of an advertising nerd and thus may not represent the everyman tv/dvr user. Even being the new harsh automotive advertising critic I am, I still really enjoyed the ads. They embrace DVR, and don't hide from it. They manage to create a feeling of mystery and intrigue with the stark design, (lots of black) minimal but significant sound effects, and cinemetography. Last but not least, the shot of the TT going from right to left on what looks like an abandoned freeway just hits me the right way
The thrid spot posted is strictly for the Audi A4 and is not DVR specific. As an enthusiast, I just want to sit back and say "COOL!", but being a critic I must say the jokes at the LS460's self parking expensive will get old. (Hyundai is doing it with their Azera ad too) It would work much better in an ad for a vehicle that actually competes with the Lexus. I could see the same concept done with a BMW 750i or il making much more sense. Plus such driving would match BMW's Ultimate Driving Machine image. Just one man's opinion of course.
Audi TT DVR Spot 2
Audi A4 Non-DVR
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