Audi launches 2014 TDI models with hilarious spot

Thu, 05 Sep 2013

Audi has unveiled a set of new television spots that seek to continue the company's proselytizing of diesel-fueled luxury cars to the American pubic. With TDI versions of the A6, A7, A8, Q5 and Q7 available for its 2014 model year range, this is a subject that's obviously near and dear to the hearts of Audi marketers.

The first commercial, The Station, makes a play on the fact that many car buyers in the US don't associate luxury cars (in this case an A8) with those green-handled pumps at the "gas" station. The second commercial, Range, is a lot more informative (albeit less fraught with screaming and slowmo), discussing just how easy it should be to find a diesel fueling station in your long-range TDI before you need to fill up.

Continue on below for a look at both new commercials, or to have Audi explain them to you in great detail, via its press release.

Audi reinforces the future of fuel is here today in new campaign introducing the all-new 2014 TDI® clean diesel model lineup

- Audi introduces 2014 clean diesel vehicles with new 60-second television spot called "The Station."

- Two 15-second spots called "Future" and "Range" show drivers that clean diesel technology is 15% more powerful and 30% more efficient.

- More than 26,000 Audi TDI vehicles have sold in the U.S. since 2009, delivering better fuel economy and range, and lower CO2 emissions.

A :60 television spot "The Station", and two new :15 spots, "Future" and "Range," debut today on television and online, show drivers the benefits of clean diesel technology including increased performance and range, and cleaner emissions. For the 2014 model year Audi is expanding its lineup with the all-new A6, A7 and Q5 TDI, along with the newly-introduced A8 L TDI and highly successful Q7 TDI.

"Since the introduction of TDI in 2009, Audi has been at the forefront of clean diesel with an increased commitment to providing drivers with more options," said Loren Angelo, Director of Marketing for Audi of America. "As a demand for clean diesel is on the rise in the U.S., drivers do not have to compromise performance or design in order to achieve higher fuel consumption and increased range with our new 2014 TDI models."

In "The Station", a woman at a fueling station reaches for the diesel pump to fill up her Audi A6. In a dramatic fashion, unsuspecting onlookers race towards her and they can't imagine the luxury vehicle is in fact a diesel. The spot ends with the tagline "It's time to rethink diesel – join the club." "The Station" will appear on primetime network and cable fall programming including Agents of S.H.I.E.L.D, Modern Family, The Big Bang Theory, Hostages, Sons of Anarchy and NBC NFL Sunday Night Football.

"Range" demonstrates the potential to drive from New York to Chicago on a single tank of gas, covering a range of approximately 790 miles. In "Future" viewers see the potential for clean diesel as today's leading alternative fuel solution and an intelligent choice for those on the leading-edge. Audi TDI provides drivers with 30% better fuel economy and range without compromises on performance and design.

In addition to the three new television spots, Audi will dispel the most common myths of diesel – gas station availability, the smell and perception associated with an older generation of diesel vehicles, weak performance – in a series of four online video shorts that will roll out over the next two months on the Audi YouTube channel: http://www.youtube.com/audiusa.

The spots also will appear on The Washington Post and Slate.com in a custom user-generated content hub through October 31st. In addition to standard and high-impact ads, the content hub features custom videos, articles and infographics, along with relevant social conversations.

The Audi TDI clean diesel campaign also features print ads that reinforce the message "the future of fuel is here now." Print ads will roll out in select automotive buff books this fall.

Audi has been at the forefront of clean diesel since the introduction of Audi TDI technology in the U.S. in 2009. Since then, more than 26,000 Audi TDI vehicles have been sold in the U.S., delivering an average of 30% better fuel economy and range than gasoline. Continuing the brand's commitment to clean diesel technology and innovative solutions that improve efficiency and driving dynamics, Audi has made a dramatic expansion of TDI technology in the U.S., with five 2014 models available including the A6, A7, A8 L, Q5, and Q7.

Audi TDI provides drivers with fewer trips to the gas station, excellent performance and lower CO2 emissions than gas. In 2014, Audi of America will introduce the all-new A3 TDI sedan in the U.S.

By Seyth Miersma