Executions will launch across cable prime, sports TV, and throughout the NCAA March Madness men’s basketball tournament
Audi has unveiled a new marketing campaign themed ‘Intelligence is the New Rock and Roll’ for the 2017 Audi A4. The push aims to introduce fans of the brand to a smarter, sleeker and more advanced version of the variant, as it endeavours to set industry benchmarks for automotive innovation.
The exercise debuts with a 60-second commercial called Rock and Roll. Spotlighting the car’s arrival, the creative’s message is brainier means sexier, while knowledge trumps all. The advertisement depicts tech developers drawing crowds, CEOs trading suits for sneakers, and scientists growing loyal fan bases.
The campaign also includes two 30-second spots highlighting innovations prominent across the rejuvenated model. Titled Pilotless, it showcases the upgraded driving features in the A4 to include adaptive cruise control with stop-and-go and traffic jam assist.
The semi-autonomous capability maintains distance from the vehicle in front, including braking and accelerating, between 0 to 37 mph. Meanwhile, a third creative, Touch, shows how technology is expanding its repertoire to entail greater smarts and heightened power, with the Audi A4 seated in the driver’s seat.
Three additional 15-second spots capture speed, connectivity, and technology. Intelligent Statement features the vehicle’s virtual cockpit; Faster presents an infotainment system with Audi smartphone integration to support Apple CarPlay and Google Android Auto; and Horsepower highlights the car’s 2.0-liter TFSI engine.
Executions are scheduled to run on cable prime, sports television, and throughout the NCAA March Madness men’s basketball tournament. The television commercials from the push are tied in with several cable networks including Discovery, ESPN, USA, FX, HGTV, and AMC.
A slew of other elements encompass billboards in high-traffic areas, national print, high-impact roadblocks on prominent digital properties, and a full dealer marketing kit. The commercials were created by San Francisco-based Venables Bell & Partners.
“Technology is immersed in every aspect of culture and life today, and its impact is undeniable. The all-new A4 is one of the most intelligent cars on the road, with leading performance, technology and efficiency,” said Loren Angelo, Director of Marketing at Audi of America.