I’m guessing opinion will be divided on this new commercial for the Audi A1.
You’ll hear my analysis following the actual commercial below.
To really test the spot, please do mute your speakers when the commercial itself begins. (First you’ll hear me talk a little.)
Nope, there’s no Call To Action.
It’s not a direct response advertisement. It’s a real-life example of an all too often misused term: “Branding.”
At this stage, they’re still introducing the brand.
Assuming they have a lot of money to put into this campaign and assuming that once people are familiar with the A1, Audi will switch to a well crafted campaign designed to get consumers to act (e.g., test drive the Audi A1 this weekend), this appears to be a rare instance of true branding.
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Nice spot for slot cars. Maybe a steak sauce. Not so much for Audis.
I watched it with and without sound….and feel that it failed. Yes, I got that it was about the Audi A 1….but I was never given a reason to care. It’s pretty off-putting to see a car commercial with the car action completely computer-generated. I am not energized to go out and see that car in action!
I’d actually agree with you — very well done. Sure, it’s a European agency (I have seen many of this ilk in Europe), but it’s nice, tight branding. I look at it this way: watching it muted makes me want to turn up the sound. So, they won.
I think it’s a failure for Audi. I watched with mute and with sound. On mute I was bored by the cartoony graphics, not fooled into believing that those are the actual colors available. It gave no desire to drive it, see it or google it. It’s as bad or worse than the new Mustang spots. With sound, it was a monster success! For the band. The spot came off as a throwaway music video from the 80’s. Think: a-Ha -‘Take On Me’. I am ending my comments now, so I can find that song on iTunes. F-
I wasn’t impressed either. Bored actually, with sound and without. And I like Audi.
Now i love Audi. Couldn’t watch the ad `with or without sound. So up to now i haven’t seen the whole thing. I rest my case.