Audi Has Some Commercial Fun At Lexus' Expense and Agent 00J Thinks It Is Brilliant!

Audi Has Some Commercial Fun At Lexus' Expense and Agent 00J Thinks It Is Brilliant!
The advertising firm working for Audi should be applauded for the in your face approach they have taken in bringing the Audi message to the masses.

AutoSpies.com has featured the "Meet the Beckers" web videos along with several of the Audi commercials including the A4 ads that required a magnifying glass to read the fine print and the Super Bowl ad featuring the new A6.

The commercial for the Q5 however takes the cake in my opinion as it smacks squarely in the face of Lexus.  The message is clear but discretely subtle at the same time.  The suggestion of identity theft is brilliant in its implications that driving a Lexus negates your identity.

Perhaps I am reading too much into it, but I think it is incredibly clever.

Take a look and let us know what you think.



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BondMI6BondMI6 - 3/19/2009 10:32:38 PM
-6 Boost
I agree, simply brilliant.......but......Audi needs a Q5 hybrid if they want the "L.A." crowd to really switch over....

My fear is that in 5-7 years Audi will no longer be seen as unique and will be just like BMW/Merc/Lexus...


DocMartenDocMarten - 3/20/2009 9:43:13 PM
+2 Boost
No, this isn't brilliant. This ad is just telling everyone that the RX is #1 in sales in its class. Audi needs to get a clue on how to do well in the U.S. market. Attacking Lexus isn't going to help. I don't care what car company it is, attacking others in an ad is just dumb. Yeah, Lexus are boring to drive and no fun, but they know the U.S. market.


enthusiastx11enthusiastx11 - 3/21/2009 12:31:48 AM
0 Boost
it's totally brilliant. cookie cutter cars, cookie cutter options packages, and they're all silver. booorrrrring.


NItePhireNItePhire - 3/19/2009 10:35:56 PM
+5 Boost
Sort of reminds me of the old Lincoln/Caddie commercials.


FanboyOfTheTruthFanboyOfTheTruth - 3/19/2009 10:38:31 PM
+7 Boost
According to this commercial driving a Pontiac Aztek can prevent identity theft too. The only message this commercial sends is how Audi is already admitting defeat to the LSUV king before their new entry even goes on sale.


AnthonyAnthony - 3/19/2009 10:44:48 PM
+3 Boost
These Audi commercials are getting as annoying and obnoxious as the Mac vs. PC ads. Audi should not concern itself with comparing their products to anything, in my opinion. At the risk of sounding sentimental, be above it Audi.


AudiphileAudiphile - 3/19/2009 11:24:08 PM
-3 Boost
Very clever ads. The one with the anxious lady in the underground parking garage is a little more chilling than the ad with the confused schoolchildren.
Audi must have gotten a great deal on beige Lexus SUVs!


enthusiastx11enthusiastx11 - 3/21/2009 12:35:03 AM
0 Boost
the garage spot is absolutely true. a friend (who sadly drives a silver RX) gave me his keys to get his car out of a parking garage. there were a dozen silver RXs, same wheels, same everything. i walked around with remote for at least five minutes.


AnthonyAnthony - 3/21/2009 12:55:36 AM
+1 Boost
What a convenient story!

Of course, I could share a similar story. Do you know how many Audi A4 Cabriolets there are in Los Angeles? Let alone how many black ones.


bmwdrvrbmwdrvr - 3/19/2009 11:56:49 PM
+7 Boost
lmao you read way to much into that, are you serious. Even though perception could be different across the board, the fact that the RX is the best selling car in its class, hell the best selling luxury car in general if im not mistaken It is clear they are saying why not be different and not just buy one because everyone else is. The same thing that tried with the A5 ads, brilliant no, and I fail to see how saying be different in so many words is going improve their image or tell people what makes an Audi better other than they just arent as popular.


DocMartenDocMarten - 3/20/2009 9:49:00 PM
+5 Boost
Perfect example.

Coke doesn't need to make dumb commercials comparing themselves to Pepsi and McDonald's to Burger King. Coke and McDonald's already know they are #1. If people really wanted Pepsi, they would buy it, but they don't.

Audi should tell us why their cars are great. The shouldn't be telling us not to buy another product. What did I learn from this Audi commercial? Just being different, doesn't mean you are automatically better.


neutralneutral - 3/20/2009 12:04:56 AM
-1 Boost
Love the commercial, had me laughing when I saw it on TV. Very true, the RX is so trophywife/soccermom I can't stand it.

I'm a MB/GM fan all the way, but great job Audi. Very clever, way to expose the mundane nature of the RX.

(not that the RX is a bad vehicle in any way/shape/form, it's just that it is just another everyday SUV with another everyday powertrain with a leather interior--- smart for Toyota)


FanboyOfTheTruthFanboyOfTheTruth - 3/20/2009 1:08:15 AM
0 Boost
The Audi depicted in this commercial is no less trophywife/soccermom either (it's used to pick up the kid for soccer practice!). All this commercial is saying is that the Audi is an unpopular choice.

There's a difference between "rare because it's exotic or limited produced" and "rare becase no one wants it". The Audi clearly doesn't fall into the former category.


XYZZXYZZ - 3/20/2009 7:50:25 PM
+2 Boost
as much as audi fans want to distance the product from VW, there's no denying the relationship.

especially when it comes to quality and durability of the cars. VW/audi has the absolute WORST RECORD as used cars. the number of problems per 100/cars is worse than even the OLD hyundais.

no wonder that audis are rare because "no one wants them." (other than audi fans of course, who don't mind putting up with frequent dealer visits.)


BarackBushBarackBush - 3/20/2009 12:16:28 AM
0 Boost
Its dumb like the agent. Who the hell do u think buys Audi SUVs? The same damn people. Audi would love to sell as many RXs as Lexus does.

The first ad during the superbowl was funny but its clear Audi wishes they were where Lexus was in America. Do you honestly think this ad pursuaded anyones opinion? Or that Audi might replace BMW on the cock o meter?

The new RX fyi is ugly lol




SmokeEmSmokeEm - 3/20/2009 1:33:57 AM
+7 Boost
I wish Audi would stop doing these stupid commercials. Yes, they are funny, but the Q5 will appeal to the same soccer moms, so there really is no difference. This commercial just shows that the RX is what everyone buys. Audi should work on showing the merits of the Q5, not this stupid commercial.


1evlaudi1evlaudi - 3/20/2009 2:23:18 AM
-2 Boost
Wow! I can see that we have true experts in marketing here. Autospies has it all, car guys, car enthusiasts, car experts, Ad and marketing experts, economists, engineers. I am amazed by so much knowledge. And people with such elocution and talent, like tonymontana or fanboyinthetruth and such.

Guys, this is a blog, just say that you like it or that you don't, that's called Freedom of speech. But please don't try to analyze the commercial, or try to convince anybody that your opinion is equal to the truth.

Even the agents on this site have limited accuracy in their analysis and comments, most of the time it is oriented to start a flame war because this is what creates traffic to the site and traffic = $$$

Anyway I always have a good laugh reading some of the comments, so keep them coming.


M53RM53R - 3/20/2009 12:50:02 PM
-1 Boost
+1


XYZZXYZZ - 3/20/2009 7:54:24 PM
0 Boost
"...Ad and marketing experts, economists, engineers. "


you left out psychologists. and designers who appreciate STYLE.

audi sales in the u.s. reflect how OUT OF TOUCH they are with the car buyers here. and Lexus sales reflect the OPPOSITE.




BabyBaby - 3/20/2009 2:24:25 AM
-4 Boost
If I were Lexus I would be very humbled by this commercial; a direct attack asking the buyer to consider something different and new. Lexus is definitely one if not the number one target for wining over some of their customers. Sure it may not be techno but the Q5 is beautiful in a lot of ways both interior and exterior. Audi has a winner here. Nice job!


Auto_expertAuto_expert - 3/20/2009 8:33:18 AM
-2 Boost
If you're a prospective Audi buyer, then there's a 99% chance you haven't given a thought about a Lexus and vice versa. Not a bad commercial (funny more than anything), but they aren't going to win over over many Lexus customers.


XYZZXYZZ - 3/20/2009 8:00:20 PM
+1 Boost
but there is a whole WORLD OF DIFFERENCE between toyota and vw in terms of QUALITY AND RELIABILITY. and the SAME applies to lexus and audi.

heck even TOYOTAs compare quite favorably against audis. the Venza is far more beautiful then any warmed over vw/audi suv.

if one goes ONLY by specs and price, then Hyundais also compare well against any german product (even as they target toyota and lexus).


bigmotovbigmotov - 3/20/2009 9:17:34 AM
+5 Boost
We have a competitor in our business that constantly bad-mouths and runs negative ads and guess what...they were and are still struggling. Instead of concentrating on the product and the company behind the product, they focus their attention on the competition (us). They have actually done us many favors through this process because customers see right through it. Well done, Lexus, Audi just crowned you king and gave you free advertising!


_43LE_43LE - 3/20/2009 9:45:49 AM
+4 Boost
It's a funny ad but I wonder what people would be saying if Lexus poked fun at another car company?


bigmotovbigmotov - 3/20/2009 10:16:11 AM
+2 Boost
I'd say the same thing.


_43LE_43LE - 3/20/2009 10:43:52 AM
+3 Boost
That's great that you would. But, I think that a lot of people here that love this ad would feel differently if it came from Lexus. A lot of those sample people would be negative towards it and make comments how Lexus is only a marketing machine and has to rely on gimicks, blah blah blah.


_43LE_43LE - 3/20/2009 10:45:16 AM
0 Boost
^ 'same' not 'sample'


bigmotovbigmotov - 3/20/2009 11:01:08 AM
+4 Boost
Yes, you are very correct!


Ricks2DogsRicks2Dogs - 3/20/2009 11:48:04 AM
+4 Boost
Very nice ad...No worries for Lexus here though. In person the Q5 is about as impressive as well, maybe the Q7. It's too small and not good looking, where the Q7 is big and just plain ugly.


answeranswer - 3/20/2009 12:06:18 PM
+8 Boost
1. It's never a good idea to mention/show your competitor in an ad unless it's referencing price points.

2. Not being able to promote your car without mentioning a competitor sounds an awful lot like the folks here who can't speak fondly of a car without bad mouthing another car.

3. Given Audi's goals and their current state in the US, does anyone think an ad like this is the way to go?


LexSucksLexSucks - 3/20/2009 12:52:54 PM
-5 Boost
Not Surprised. Some Audi Vehicles are about as exciting as a Lexus. They've chosen the correct brand to compare their vehicles to. God Knows that cannot be compared to BMW anymore.


DocMartenDocMarten - 3/20/2009 9:56:58 PM
+3 Boost
Yes, because the RX spanks the X5 in sales. So Audi chose to go after the standard of the class, not the substandard in the class.


richardposlusznyrichardposluszny - 3/20/2009 4:44:21 PM
+1 Boost
Although funny it reminds me of a bad political tactic used in the recent presidential race.

Didn't work for him, probably won't work for Audi.


mplsmpls - 3/20/2009 5:15:22 PM
+1 Boost
Germans, ave nack of producing bad commercials, so insecure..

During the 80s VW did soe which were poking fun at the Japanese the style of which would be considered racist today.


mplsmpls - 3/20/2009 5:17:01 PM
-2 Boost
Shos how Audi has to resor to such tactics in USA, they know Lexus still sells more than them.. bad marketing is when you hve to resort to such tactics. Marketng based on the product you imbeciles..


1dott81dott8 - 3/20/2009 11:14:41 PM
-1 Boost
say something positive about Audi and get de-boosted? is that how it works on this site?


SmokeEmSmokeEm - 3/21/2009 1:21:11 AM
+3 Boost
No, the commercial is just bad, plain and simple. I love Audi, but they don't need to stoop down to insulting other brands. That is just low class tactics.


enthusiastx11enthusiastx11 - 3/21/2009 12:30:48 AM
-1 Boost
hysterical! and so true.

it seems that the RX/camry/ES/whatever only come in silver. and because they're all cookie cutter with no individual options, they really do look EXACTLY the same. you don't get individualization for 30% less.


3pointstar3pointstar - 3/21/2009 2:32:58 AM
+2 Boost
I agree with some on this board that say this is negative ad campaigning. Mercedes doesn't mention or show any other SUVs in its commercial. The only reason to compare someone else's products is because there is a perceived deficiency in yours. Audis are just overpriced Volkswagens and they would be lucky to register the sales volume that the Lexus RX has.


trungdqtrungdq - 3/21/2009 7:39:13 AM
-1 Boost
Which luxury brand made big profit in 2008? The answer is Audi. Which one will perform best in 2009? probably Audi is the best position because Toyota/Lexus, Daimler, BMW are sinking faster than VW/Audi.


MunichRobMunichRob - 3/21/2009 10:32:23 AM
+2 Boost
The ad works both ways. On one end you're clearly stating that everyone else is buying a Lexus RX so buy are product instead, but then the consumer might come to the conclusion that the RX is tried & trusted while Audi's the new kid on the block. On the other hand your looking at that lineup of incredibly dull silver RX's, only to be treated (in comparison that is) to what would be considered some serious eye candy as the black Q5 rolls up breaking the trend & ultimately making that kid the coolest kid in school.

I wouldn't say genius but more amusing & unfortunately for Audi, very true. For the record though it worked on me...If i was cross-shopping these two vehicles & saw that ad, I'd go for the Q5.
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