The integrated campaign is inspired by the brand’s new tagline for 2015 “Challenge All Givens,” which will be seen at the end of each Audi commercial throughout the year. The tagline celebrates the Audi challenger spirit, demonstrating how Audi is never afraid to defy convention.
“’Challenge All Givens’ captures the spirit the brand has lived by for well over a century,” said Loren Angelo, Director of Marketing, Audi of America. “Audi has always believed that to move the world forward, we must challenge convention. This is evident in our engineering breakthroughs as well as our attention to design, none of which have ever adhered to status quo.”
Two new television commercials introduce the 2016 Audi A6 as one of the most technologically-advanced vehicles on today’s roads. In the national spot titled “Drones,” Audi uses the A6 to challenge the cultural trend of technology getting out of control. Inspired by Hitchcock’s The Birds*, Audi shows how the advanced technology in the new Audi A6 is the opposite of daunting. The spot ends by saying “Advanced technology doesn’t have to be intimating.”
A regional spot called “Teenager” showcases the social media capabilities of the car through a story of a father and daughter going on a drive. In the commercial, the father uses the A6 Facebook access as a bargaining chip when his daughter wants to drive. The spot ends with the message “Advanced technology doesn’t have to be complicated.”
“Audi doesn’t use technology for the sake of technology. As a brand, we’ve committed to bringing to market technologies that truly serve a purpose for the driver. The new spots demonstrate how intuitive and intelligent Audi A6 is, but also how accessible the technology can be,” added Angelo.
The :30 and :60 second commercials will air high-profile media environments including cable, cable sports, cable prime, and network prime. “Drones” will also air nationally during primetime programming on CBS, NBC, AMC, ABC and FX. Digital placements will appear in The Onion, The New York Times, Forbes, ESPN and WIRED, and select print ads will appear in April issues.
Beginning March 30, Audi will offer complimentary Wi-Fi in select airports across the country, providing Internet to users when they need it most. The brand also will sponsor the Washington Post’s digital coverage of the White House Correspondents’ Dinner in April, including sponsorship of the live blog, photo and video coverage, and speech analysis. Additionally, Audi will run a homepage takeover on The Onion on April Fool’s Day, in conjunction with sponsoring their Tech Trends episode.
The A6 features a fast and innovative level of in-vehicle connectivity. The available MMI navigation plus with MMI touch displays on a power-retractable, eight-inch monitor and includes voice control, Audi music interface and Bluetooth integration. The Modular Infotainment Platform features NVIDIA quad core technology and the Audi connect system accesses the internet via a 4G LTE connection and includes an integrated Wi-Fi hotspot for up to eight devices and a wide variety of infotainment components. Functions include online traffic info, Apple Siri Eyes Free integration, internet radio streaming as well as picture navigation, read-aloud news headlines, Facebook and Twitter alerts and personalized news headlines, among other features.