This is one of the most well made car commercials I have seen in recent times. I love the way it is attacking all the marquee and established manufacturers at the same time. This ad is made for the US market where Audi appears to be the underdog; and everyone loves the underdog.
Audi is trying to position itself as the rebel which offers all the choices that their competitors are offering under one brand and without the stereotype. It basically is telling people that you are doing nothing but conforming to stereotypes if you drive the other cars; and this would reflect directly in the statement you are trying to make about yourself. As I said in my last post, it is all about making a statement.
This commercial is an excellent example of how one can throw an open challenge to the established players in a cluttered market and try to change the thinking of the consumers to force them to choose your brand.
Finally, I love the way the R8 pulls up in the street for the kid to drool at. I just wish it was not silver! 😉