STUD or DUD: Is Audi's Holiday Season Advertisement A Wasted Opportunity OR Genius?

If there is any car company that has made a big splash in the automotive industry in the past couple of years, it has to be Audi. Not only because its sales figures continue to break records but because it has been a trendsetter when it comes to automotive design.

Not following?

Before Audi revealed the R8 with those uber cool LEDs, no one ever thought of using the high-tech lighting to accentuate their cars. Now a luxury car is defined by its LED treatment. BMW, Land Rover, Lexus, Mercedes-Benz, Porsche and plenty of others have incorporated LEDs into their designs. We don't think it's a coincidence.

This led Audi to produce a commercial spot for the holiday season, which focuses on the LEDs and makes jest about competitive Christmas light installations. All in all, it appears to be a light-hearted advertisement; however, the founder of ScheinMedia, Jonathan A. Schein, took it from a different perspective...


What does this commercial show us? First, that no matter what the impact of burning extra fossil fuels to illuminate one's house, it's worth competing for highest voltage. Secondly, instead of demonstrating how their automobiles perform with respect to our delicate climate, Audi boasts, through rank commercialism, about how wonderful not one, but two Audis can be...

...This automaker wasted a great marketing opportunity to show how neighbors can compete over reducing greenhouse gases while at the same time enjoying their newest purchase. Instead they relied on outdated and outmoded tactics.

[Source: The Huffington Post]


And with that said, onto the advertisement...



[Source: YouTube]

In other news, the Audi stand at the 2011 San Diego Auto Show had all of its display vehicles with their LEDs blaring. According to Agent 001, who was on the scene, it was the best looking set at the show.


2011 San Diego Auto Show Photo Gallery




























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WorldofLuxury - 12/31/2010 3:41:01 AM

0 Boost

LEDs are so much fun! They should replace the lack of neons in Vegas with LED strips! Gonna cost some money, but it'd be cool!

u080570 - 12/31/2010 7:11:27 AM

+8 Boost

Jonathan A. Schein sounds like a whiny tool....

wileyz - 12/31/2010 9:15:36 AM

-2 Boost

Audi does awesome LED lamps and the spot is good...unfortunately it's the same one they ran last year so in that regard it's a dud. Maybe this question should have been asked last year too!

uaw_lax - 12/31/2010 10:34:25 AM

+9 Boost

DUD Audi should work on better looking cars that are distinguishable from the rest of the Audi fleet instead of LED light treatments.

I95SPEEDINGTICKETS - 1/1/2011 2:06:57 AM

-8 Boost

Did it ever occur to you morons that AUDI BUYERS love the way their cars look and feel ?

Stick to your diffentiatable Surburbans and Escalades and we will stick to our "Cloned Like" Audis.

The fact that they are very profitable with a growing market share while their vehicles are not priced below their competitors would make intelligent people think....." Hmm, maybe Audi is doing something right" But know a UAW supporter knows best.

94geo - 12/31/2010 10:54:03 AM

+12 Boost

Dud. The front of the A8 is hideous.

Deutschland - 12/31/2010 11:34:28 AM

+9 Boost

Holiday commercials suck and Audi overuses LEDs

I95SPEEDINGTICKETS - 1/1/2011 2:00:56 AM

-8 Boost

Oh Really

I guess the front of the current S-Class is a perfect example of LED Restraint when compared to the current or older A8 ?

Stevez - 12/31/2010 11:49:41 AM

+5 Boost

I don't think it's a wasted opportunity but I don't think people who weren't going to buy an Audi would be like "I want an Audi now"

curriescorner - 12/31/2010 12:56:15 PM

+3 Boost

"Before Audi revealed the R8 with those uber cool LEDs, no one ever thought of using the high-tech lighting to accentuate their cars."

I know we are talking concept vs. production, but the Nissan Fuga concept was the first car with uber cool LEDs and that was years before Audi so to use the words "no one ever thought of using . . . " isn't accurate.

I can't prove Audi got their inspiration from Nissan, but no one can prove they didn't and Audi would never admit it.

THESCOOTER - 12/31/2010 1:12:45 PM

-6 Boost

OK this ad is excellent! It shows that the owners are proud of their vehicles -- capitalizes on Audi loyalty. Ultra-high impact. This is very well done for a seasonal event -- are you kidding me...there is more traction here vs. holiday events for Acura (pushing price), Lexus (pushing red bows?), etc. Audi is getting more bang for the buck from my POV.

0to60 - 12/31/2010 3:35:55 PM

+4 Boost

lol @ some of these responses.

theoptimisticpessimist - 12/31/2010 4:00:20 PM

+9 Boost

"Before Audi revealed the R8 with those uber cool LEDs, no one ever thought of using the high-tech lighting to accentuate their cars."

Is that statement wrong, Cadillac has been using LED for over a decade, and Audi LED, were to compete with BMW headligt coronas (which are now LED)and BMW has had their cronas since 2001. BMW has also been using LED in interior lighting since 1996.

00R your bias is showing.

Agent00R - 12/31/2010 6:24:23 PM

-7 Boost

@theoptimisticpessimist

Au contraire, Pierre!

Sure you can argue that Cadillac had LED tech first but they weren't the first to implement it stylistically and create a ripple effect in the auto industry. Now it is practically an industry standard.

The same can be said for the computer mouse. Xerox had it first but Apple's Macintosh actually made it an industry standard.

abqhudson - 12/31/2010 4:06:31 PM

-2 Boost

Good ad - aimed at folks who like their cars.

Joe_Limon - 12/31/2010 4:15:58 PM

+7 Boost

"Before Audi revealed the R8 with those uber cool LEDs, no one ever thought of using the high-tech lighting to accentuate their cars."

uber cool? I can buy chinese christmas icicle lights with them.
high tech? led's have been around over 50 years

chewy - 12/31/2010 4:38:14 PM

-1 Boost

I like the new "progress" ad Audi has been running lately, the one that starts in the forest and ends with the Audis on an airfield. This old one isn't supposed to be taken too seriously.

Agent001 - 12/31/2010 7:29:58 PM

-7 Boost

The LEDS have singlehandedly changed the world's impression of Audi's designs.

Simple and Brilliant.

001

uaw_lax - 1/1/2011 3:37:39 AM

+6 Boost

I don't care about record profits for corporations I am the consumer, i want the best deal for me, and the 2001 "wide mouth bass" look was done by Chrysler years ago and no matter how many pretty lights you put next to it, it will only take Audi so far especially when all your cars look very much the same.

uaw_lax - 1/1/2011 9:37:40 AM

+2 Boost

Take your time and read ALL of my comments I post on this site there is no bias when I post. I give praise to all car makers not just GM. Most on here go ballistic when they here one bad thing about their favorite brand to the point you think they own the company but biased is not me.

Escalade1 - 1/1/2011 7:05:31 PM

+1 Boost

ok UAW I give you that one you are pretty neutral in your comments.

VISO - 1/1/2011 2:13:26 PM

+2 Boost

It is very tasteful. It is not overdone as others. Though, my favorite holiday advert. is the currently being run by Infiniti and the rolling snowball as it take out a 3-Series. Classic play on bimmer owner arrogance.