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Audi kicks off ad campaign tonight with stirring new spot

Following last week's entertaining and wildly popular Spock vs. Spock video, Audi has come back with a bevy of videos for its new advertising campaign that will begin airing tonight in primetime and on cable.
There are five ads altogether, but the longest one, a 60-second spot titled It Couldn't Be Done, is our favorite by far. Set to a reading of the poem of the same name by Edgar Albert Guest, the commercial chronicles the history of Auto Union Deutschland Ingolstadt from the days of its founder, August Horch, through its many decades of innovation, competition and creativity. Indeed, watching the commercial gave us chills similar to when we first heard the Ram brand's Farmer commercial that aired during this year's Super Bowl.
The other four commercials are shorter 15-second spots that focus on such familiar themes as the company's Quattro all-wheel-drive system, the safety of its vehicles, their style and the company's advances in LED lighting. While less impactful than the longer ad, we think they effectively sound the drum beat of Audi's preferred tag line: Truth in Engineering. Scroll down to watch all five new ads, starting with the 60-second It Couldn't Be Done.

2013 Audi RS Q3

The year 1994 was a really good year for German performance fans, because it was that year when Audi released its very first official RS model (for "RennSport," or racing sport), the RS2 Avant. Recently, I was invited to participate in a three-day leg of the Audi Land of Quattro Alpen Tour, a blatant flaunting over hill and dale of the company's current lineup of RS models. We hit Austria, Switzerland and Italy - the roads were epic and the weather held for this exquisite boondoggle.
Our chief focus on this tour, which included the RS6 Avant and RS7, was the newcomer RS Q3 small crossover that will absolutely never be coming to North America, but which starts deliveries in November of this year. This no-North America policy is because we still don't have enough customers who see the thrill or sense in a $52,000 all-wheel-drive baby sport utility that gets to 60 miles per hour from a stop in under five seconds. Meanwhile, in crazy, drunken Europe, orders for this ridiculous, wondrous set of wheels have, to quote Quattro head of technical development Stephan Reil, "far outstripped the limited production numbers of the business case." Those silly Europeans, don't they know that an RS Q3 makes no sense at all? Sheesh.

Audi targeting hipsters with A3 launch parties

Audi is planning quite a shindig for the launch of the A3 sedan, and it only wants young folks to show up. The Four Rings' new entry-level model will begin hitting showrooms later this month, and it is planning a launch party on April 3 at all of its roughly 280 dealers aimed at youthful, influential buyers - hipsters, for lack of a better word.
According to Automotive News, the company has sent a 64-page party-planning guide to its dealers on how to appeal these tastemakers in their late-20s to early-40s. The guide says the audience "should reflect an uncompromising spirit in a generation that refuses to settle or sell out." Audi never specifically uses the h-word in its marketing, which is good because it carries some negative connotations. However, recommendations like serving craft beer and bacon doughnuts and playing indie bands like Chvrches, Empire of the Sun and M83 certainly show that the automaker would love to gain some hipster-cred.
It may seem odd for a free spirits to desire a new Audi, but the carmaker might be playing the long con with these parties. Maybe they can't afford an A3 yet, but the $30,000 compact is likely close enough within their financial reach to at least be realistic. If the brand can appeal to them early, then they could be more likely to come back later when it's affordable.