Audi has launched their new TV advertising campaign for their brand new Spyder model. Directed by Craig Gillespie, the ad is called ”driver” and in this article, we’re going to review this commercial with scores out of 10 for memorability, effectiveness, style, heart, and execution. Have a read through our notes and see if you feel the same as we do about this dynamic piece. The advert was created by the advertising agency Venables Bell & Partners, San Francisco.
What are the songs used in this Audi commercial? The first song is an original music Human Music and the second song is “You Keep Me Hangin On” by Vanilla Fudge.
Memorability – 8 / 10
Audi is well known for creating adverts with such class and beauty. What they are less known for is adding a touch of humor and personality to their campaigns. In Driver, we see a side of the brand’s personality we have rarely seen in the past. The side that stands for pure indulgent fun. The concept is a little conventional in nature but nothing sells cars better than the eye-opening combination of sex, glory, and style. This concept oozes James Bond vibes and that’s exactly what they want the spyder to be known for.
Effectiveness 8 / 10
The car looks beautiful throughout and Audi has further conditioned their emphasis on advanced technology with little touches. The car that drops into the ground as the lead character walks into his house and the AI esque voice that communicates with him during his stay are all parts of the hyper-technological identify that Audi is looking to foster. The ad delivers its message with sheer clarity and most viewers will certainly enjoy seeing it over and over regardless of whether or not you are even vaguely interested in luxury sport cars.
Style – 8 / 10
The clip is stunning throughout with world-class production value, a charismatic male lead and shamelessly indulgent settings. The car is designed for the very wealthy and every aspect of this video has been fine-tuned to speak to this crowd with great precision and undisturbed focus. It’s short and sweet with a dialogue that isn’t too dense or overly theoretical. The main character barely takes more than a few glances at the camera which goes a long way in ensuring he maintains a cool and collected persona.
Heart or Humor – 9 / 10
Though most of the clip will warm the hearts of many car lovers, the humor towards the end is a vital and impactful touch. From a brand that we all know to be extremely technical and fact-based throughout previous commercials, Driver gives us a little more personality with its punchline gag from the “smart home voice” urging the male lead to restrain. It’s a welcome element that we really hope to see more of in future Audi ads.
Execution – 8 / 10
Incredible visuals, a sharp scrip and clever concept combine to give us a fairly tame yet powerful piece of advertising. Could the car been shown off more? Some might argue so, but to us, the personality and character portrayed in the clip are equally as important as the product itself. The Spyder represents fun, liveliness and joy. The very best way to impress upon these qualities is to present them using a lead character and script that embodies them whole heartedly.
