Company: Volkswagen

Brand: Audi

Medium: TV

Ad Agency: Venables Bell & Partners

Product: Audi A8

Campaign: The Best

What We Like: Audi believes its latest A8 is a truly great automobile, and it's running with this idea because it seems both Car and Driver and Road & Track agree. Rather than simply spouting off a list of why it may have earned recognition, Audi is tackling its perceived greatness in a humorous manner. The spots are short, funny and to the point. The message is that you'd have to be clueless not to see the greatness put forth by Audi in its A8.

What We Don't Like: While the greatness is certainly inherent in the brand new A8, it almost seems like Audi is screaming at you to notice it. Still, if that is our one minor quibble, these ads are in pretty good shape.

Strategy: The all-new Audi A8 is a great car, and it recently received Best Large Luxury Sedan accolades from both Car and Driver and Road & Track. The automaker's ad agency is taking those awards and running with them. True greatness, as is shown in the new A8, is something that should be instantly recognizable, and it seems those who fail to see it are simply clueless.

Grade: A- (the minus is because of the perceived shouting, but the overall humor wins out).

Watch the videos after the jump and give it your own grade below.








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    • 1 Second Ago
  • 42 Comments
      Murphy Lee
      • 3 Years Ago
      The cynicism on these boards is thick enough to make me want to drink whiskey and beat my wife. Anyways, I'll probably never own an A8 (I'd rather buy a Porsche with the money) but these are funny ads.
      BDizzleFizzle
      • 3 Years Ago
      They're ok, but don't have that luxury car tone, or really tell you anything about the car.
      montegod7ss
      • 3 Years Ago
      Needs moar LED.
      Lachmund
      • 3 Years Ago
      awesome and funny as ever
      axiomatik
      • 3 Years Ago
      The new A8 doesn't look as good as the last. I don't know exactly why, but it just doesn't seem to have the same presence.
      anonymous guy
      • 3 Years Ago
      Audi should just make the ENTIRE front end a grille and then hide the headlights in the slats ... or is that what they are working toward with their design. Either way, Audis still look like a bar of soap. No thanks.
      • 3 Years Ago
      [blocked]
        Redline
        • 3 Years Ago
        Hahaha she is a online stripper!
        • 3 Years Ago
        [blocked]
      Eta Carinae
      • 3 Years Ago
      i guess the audi goes un regconized because of the bland bodies of the cars ( besides the A5) HELLO !!! the only thing that captures attention from people by audi is those damned headlights ! not engine notes, not exterior design, nothing........i would rather buy a cadillac or (god forgive me) a BMW
      larshafner
      • 3 Years Ago
      oof, car looks great.
      Jon Norman
      • 3 Years Ago
      #1 OVERLY COMPLICATED CONTROLS. #2 More expensive, but, doesn't offer as much as Jaguar XJ, BMW 7 or S550 #3 engine is basically the same engine they used last model. I own an S550 and was considering trading in for a new A8 but, after 2 drives, the salesman couldn't sell me and I decided I'd get the 2013 S550 instead. The lease for these things is a reasonable $1500 a month if you don't put alot down. http://www.youtube.com/watch?v=6oDf9fMeP4k
        Lachmund
        • 3 Years Ago
        @Jon Norman
        overly complicated for you means maybe you simply are too old...
        jonnybimmer
        • 3 Years Ago
        @Jon Norman
        $1500 a month for a car lease is reasonable? Wow, internet balla. Seriously though, if the fact they used the same V8 bothers you, you should do a little research about their 2.0T. Besides, a motor that's still used after one generation isn't always a bad thing. Sounds like you were set on the S class to begin with if a salesman had to try to persuade you otherwise.
        Não Pirilamparás
        • 3 Years Ago
        @Jon Norman
        So… you don't want the new A8 because "the engine" (do they only offer 1 engine over there?) is "basically the same engine they used last model", yet you decided to trade an S550 for… an S550? And a 2013 model at that, a completely unknown design? Bravo, your logic is spotless.
      Trevor
      • 3 Years Ago
      Still better adds than anything BMW has produced lately.
      Typebad
      • 3 Years Ago
      Subtle and well executed, which fits Audi perfectly. I wouldn't recommend a heavy rotation of "Phil" though. Having the "screw-up" be the guy with the knowledge while also being the submissive yet supposedly with a problem ego was a bit confusing.
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