Following last week's entertaining and wildly popular Spock vs. Spock video, Audi has come back with a bevy of videos for its new advertising campaign that will begin airing tonight in primetime and on cable.

There are five ads altogether, but the longest one, a 60-second spot titled It Couldn't Be Done, is our favorite by far. Set to a reading of the poem of the same name by Edgar Albert Guest, the commercial chronicles the history of Auto Union Deutschland Ingolstadt from the days of its founder, August Horch, through its many decades of innovation, competition and creativity. Indeed, watching the commercial gave us chills similar to when we first heard the Ram brand's Farmer commercial that aired during this year's Super Bowl.

The other four commercials are shorter 15-second spots that focus on such familiar themes as the company's Quattro all-wheel-drive system, the safety of its vehicles, their style and the company's advances in LED lighting. While less impactful than the longer ad, we think they effectively sound the drum beat of Audi's preferred tag line: Truth in Engineering. Scroll down to watch all five new ads, starting with the 60-second It Couldn't Be Done.










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    • 1 Second Ago
  • 43 Comments
      Goatman
      • 1 Year Ago
      I think it's funny people will say "Lexus is better" and use the old "Audi is just a fancy VW" line, umm, aren't Lexus just fancy Toyotas? I think Audi has a lot of pluses, AWD available across it's whole line since the 80s, industry leading interiors, and they still have a youthful quality to them that Mercedes doesn't have. I find it funny that people always complain about how bland VAG cars can be, some like that classic style look more than scoops, creases and grills all over. How is BMW any different as far as styling goes from Audi, their interiors are far more bland than Audi's, and the exteriors aren't over styled either.
      Ron
      • 1 Year Ago
      That "Couldn't be done" video was fantastic! But OTOH, whenever I think of Audi, I think of my '94 90CS Quattro Sport. Great car when it ran, but it literally spent more time getting fixed than it did on the road. What a POS; hopefully their reliability has improved since then...
        Ryth
        • 1 Year Ago
        @Ron
        According to Consumers Reports, their reliability is pretty high...especially the latest models..many are recommended buys.
      wilkegm
      • 1 Year Ago
      I remember when the original ski ramp commercial aired on German TV- no one could beleive it was real. In my college days I got to see what was basically the 1st successor to the GroupB racers in action- A 400hp-ish Audi 90 coupe. Just awesome. I really preferred the previous "Vorsprung durch Technik" - "Advancement through technology" campaign. It said something: We (believe that we) are ahead of the competition, because we employ more cutting edge technology. "Truth in Engineering" sais nothing. Everyone has truth in engineering. What messes things up is "Compromises in Cost-cutting" or "Complete nonsense through Marketeering". Good cars are a product of the best consolidaion of these three.
      • 1 Year Ago
      [blocked]
        Twittavelli
        • 1 Year Ago
        Akin to your mother I suppose, yet someone still hopped in her, and alas you are here.
          The Great 1
          • 1 Year Ago
          @Twittavelli
          Ohhhhh Emmmmm Geeeeeee, he said the would punch me in the face. Thank the lord for the internet, and miles between us. I am safe from the woes of his thunderous fists.
          • 1 Year Ago
          @Twittavelli
          [blocked]
      Brian H
      • 1 Year Ago
      Being a graphic designer, their choice of font kills me. It's so plain, there's nothing unique about it. And the way they just slapped it on top of the video... No excitement.
        The Law
        • 1 Year Ago
        @Brian H
        @ZTwittavelli LMFAO
        1STH
        • 1 Year Ago
        @Brian H
        huh? that's the font used for their brand logo....nothing wrong with the font. the size is a bit large on the overlay, but that's just their style for these uber short 16 second spots.
          Twittavelli
          • 1 Year Ago
          @1STH
          He just wanted to say, "heeeeeey everybody I am a graphic designer I specialize in font critique."
        Chris Webber
        • 1 Year Ago
        @Brian H
        not a graphic designer but i definitely agree. poor font choice for the overlay, too wide/stretched and just comes off as amateur and unpolished. great commercials, but the font reminds me of those anti-piracy commercials... it just looks bland.
      Garrett
      • 1 Year Ago
      Dr. Suess has never sounded so annoying
      Clipper44
      • 1 Year Ago
      Damn those old Quattro rally cars were awesome.
      • 1 Year Ago
      [blocked]
        collabplan
        • 1 Year Ago
        You're either kidding or completely ignorant. You are aware that Audi's racing program is arguably the most dominant in the world across multiple disciplines, right? You're aware that they've won the 24 Hours of Le Mans 11 of the last 13 times, right? I own an Audi and find it to be an unstoppable engineering and mechanical superbeast. I have normal maintenance costs and no worries. A Lexus??? That comment says it all.
          • 1 Year Ago
          @collabplan
          [blocked]
          Ryth
          • 1 Year Ago
          @collabplan
          Im going with ignorant.
      MJC
      • 1 Year Ago
      Love me some Audi. Best cars out there right now for <$100K.
        ravenosa
        • 1 Year Ago
        @MJC
        It'd be amazing if for all that money they could keep up with a $35k Subaru, eh? I honestly can't think of a worse price/performance ration than VW/Audi right now. ESPECIALLY in the sub-$100k range.
      Shahul X
      • 1 Year Ago
      What couldnt be done? getting above industry average in JD reliability?
        TheLeadFoot
        • 1 Year Ago
        @Shahul X
        Rally supremacy and winning Le Mans a ton of times to start with...
          Rich
          • 1 Year Ago
          @TheLeadFoot
          Oh you mean 30 years ago and by "going around the rules" with a diesel? OH yeah, they are on top... although I hear the new "light bulb replacement" technology allows for a 12' increase of vision at only $300 a bulb, win!
      Simon Staveley
      • 1 Year Ago
      Is the 'Beauty' one trying to justify why they made such a pig-ugly car as the A7 in the first place?
      550PlusX5
      • 1 Year Ago
      VAG, How about upping the antiquated 2.0T 4 banger for a change... It's getting old...Still got my B5 A4 in my stable that I refuse to ever give up.... But seriously, when BMW is running a 4 banger turbo with around 40 more hp, you got to anti up...
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