Jeremiah Rosen: Why Audi’s Prom-otional Ad Hit The Right Chord [Super Bowl 2013]
President of agency, Campfire, is charmed by the car company's perfect branded coming-of-age story that humanizes the brand.
Audi sells about 100,000 cars a year in the US. They don’t move products in volumes like Coca-Cola, Samsung, Budweiser or even Go Daddy. So if they’re going to invest untold millions of dollars in the making and airing of a Super Bowl spot, it needs to do more than just improve Q2 sales figures. It needs to enhance the way the Super Bowl audience feels about their brand. They need to create emotional resonance not just with the consumers who might consider buying an Audi but also some measure of admiration and esteem for the people who drive them. That’s badge value in its purest sense.