Audi: Presents – Not For You
TV Commercial Review
Heart or Humor
Audi USA unveiled a TV commercial named “Presents – Not For You.” The advert promotes aimed at addressing and debunking some of the long-held myths and misconceptions about electric vehicles.
The marketing message is “Think electric is not for you? Think again. With high-speed charging and quattro all-wheel drive, the all-new, fully-electric Audi e-tron SUV is what happens when electric goes Audi. Reserve yours now.”
The campaign is anchored by a 60-second national television spot called “Not For You,” which cleverly calls out a variety of perceived consumer barriers to electric vehicle adoption—such as range, charging infrastructure, and vehicle performance—to underscore that the Audi e-tron lets consumers go electric without compromise. The national campaign also features an educational online video called “Range Tranquility” that addresses how Audi is working to overcome consumer range anxiety.
“As part of our commitment to electrification, we’ve recognized the need for more consumer education on what it really means to ‘go electric’,” said Loren Angelo, vice president of Marketing, Audi of America. “Our goal with ‘Not For You’—and ads like this year’s Super Bowl spot ‘Cashew‘—is to ensure consumers have a better understanding of electric vehicles and debunk some longstanding myths about EV ownership.”
Deliveries of the 2019 Audi e-tron are expected to begin in May, in line with demonstration vehicles arriving at dealerships.