Talk about great sportsmanship. Or not. But as Michael Corleone says, "It's not personal, it's business." And well, isn't that what this profession is all about?
Audi's new U.S. TV spot is literally trying to put Mercedes-Benz to sleep. The "Goodnight" ad airing during the NFL season is a prequel to a spot that will be launched during this year's Super Bowl. The four-lettered brand performs a full-frontal attack on the S-Class by repeating the word "Goodnight", followed by adjectives such as gluttony and old luxury, among other things. This parody of a children's story called "Goodnight Moon" presents the Audi A8 as the new embodiment of new luxury, innovation and 'unequaled inspiration'...
Chief Marketing Officer at Audi of America, Scott Keogh, recently stated in a press release:
"Today's luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments. As a result, they are seeking out new and more evolved luxury symbols that make them stand out from the crowd."
Audi's desire to move forward is perfectly valid, I mean, where would we be if our spirit of improvement ceased to exist? The ad is definitely one that has sparked many comments, both positive and negative. In my opinion, it feels a little bit too agressive. In many ways and cultures, subtlety is synonymous with elegance. How does an ad so agressive pretend to sell elegance? Being so "full-frontal" with someone that has been a pioneer and market leader can make you sound pretentious without the grounds to back you up. Especially when you are a bit younger than the other contenders in that field.
Now, could this ad establish the A8 as an epitome of luxury? Perhaps. I'd give it some time to prove it. But as a substitute of the S-Class? I'm not so sure. At least not anytime soon. We have yet to see which other actions besides advertising will be performed in order to potentially become the new leading figure in this segment. Let's see if the next ad programmed to air during the Super Bowl shines a little more light as to the reasons why and how Audi will make "luxury progress." So far, I'm not buying it. Not when it looks like a larger version of the A4/A6. But I've got to give it to them, that took guts...
Ahh, German cars... who would we be without them?