Audi has unveiled a set of new television spots that seek to continue the company's proselytizing of diesel-fueled luxury cars to the American pubic. With TDI versions of the A6, A7, A8, Q5 and Q7 available for its 2014 model year range, this is a subject that's obviously near and dear to the hearts of Audi marketers.

The first commercial, The Station, makes a play on the fact that many car buyers in the US don't associate luxury cars (in this case an A8) with those green-handled pumps at the "gas" station. The second commercial, Range, is a lot more informative (albeit less fraught with screaming and slowmo), discussing just how easy it should be to find a diesel fueling station in your long-range TDI before you need to fill up.

Continue on below for a look at both new commercials, or to have Audi explain them to you in great detail, via its press release.

Show full PR text
Audi reinforces the future of fuel is here today in new campaign introducing the all-new 2014 TDI® clean diesel model lineup

- Audi introduces 2014 clean diesel vehicles with new 60-second television spot called "The Station."

- Two 15-second spots called "Future" and "Range" show drivers that clean diesel technology is 15 more efficient.

- More than 26,000 Audi TDI vehicles have sold in the U.S. since 2009, delivering better fuel economy and range, and lower CO2 emissions.

A :60 television spot "The Station", and two new :15 spots, "Future" and "Range," debut today on television and online, show drivers the benefits of clean diesel technology including increased performance and range, and cleaner emissions. For the 2014 model year Audi is expanding its lineup with the all-new A6, A7 and Q5 TDI, along with the newly-introduced A8 L TDI and highly successful Q7 TDI.

"Since the introduction of TDI in 2009, Audi has been at the forefront of clean diesel with an increased commitment to providing drivers with more options," said Loren Angelo, Director of Marketing for Audi of America. "As a demand for clean diesel is on the rise in the U.S., drivers do not have to compromise performance or design in order to achieve higher fuel consumption and increased range with our new 2014 TDI models."

In "The Station", a woman at a fueling station reaches for the diesel pump to fill up her Audi A6. In a dramatic fashion, unsuspecting onlookers race towards her and they can't imagine the luxury vehicle is in fact a diesel. The spot ends with the tagline "It's time to rethink diesel – join the club." "The Station" will appear on primetime network and cable fall programming including Agents of S.H.I.E.L.D, Modern Family, The Big Bang Theory, Hostages, Sons of Anarchy and NBC NFL Sunday Night Football.

"Range" demonstrates the potential to drive from New York to Chicago on a single tank of gas, covering a range of approximately 790 miles. In "Future" viewers see the potential for clean diesel as today's leading alternative fuel solution and an intelligent choice for those on the leading-edge. Audi TDI provides drivers with 30% better fuel economy and range without compromises on performance and design.

In addition to the three new television spots, Audi will dispel the most common myths of diesel – gas station availability, the smell and perception associated with an older generation of diesel vehicles, weak performance – in a series of four online video shorts that will roll out over the next two months on the Audi YouTube channel: http://www.youtube.com/audiusa.

The spots also will appear on The Washington Post and Slate.com in a custom user-generated content hub through October 31st. In addition to standard and high-impact ads, the content hub features custom videos, articles and infographics, along with relevant social conversations.

The Audi TDI clean diesel campaign also features print ads that reinforce the message "the future of fuel is here now." Print ads will roll out in select automotive buff books this fall.

Audi has been at the forefront of clean diesel since the introduction of Audi TDI technology in the U.S. in 2009. Since then, more than 26,000 Audi TDI vehicles have been sold in the U.S., delivering an average of 30% better fuel economy and range than gasoline. Continuing the brand's commitment to clean diesel technology and innovative solutions that improve efficiency and driving dynamics, Audi has made a dramatic expansion of TDI technology in the U.S., with five 2014 models available including the A6, A7, A8 L, Q5, and Q7.

Audi TDI provides drivers with fewer trips to the gas station, excellent performance and lower CO2 emissions than gas. In 2014, Audi of America will introduce the all-new A3 TDI sedan in the U.S.


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    • 1 Second Ago
  • 74 Comments
      Poe
      • 1 Year Ago
      Cool ad. My only question is where does the dude at the end come from? Was he in her car (clearly was not at the beginning of the spot) or did he roll up in an identical car?
        The Wasp
        • 1 Year Ago
        @Poe
        Maybe they're trying to show that Audis can be for men, too. Or maybe they're trying to avoid sexism critics saying 'Audi thinks only women (or only men) know the difference between gasoline and diesel...rabblerabble'.
      Avinash Machado
      • 1 Year Ago
      Nice.
      Dvanos
      • 1 Year Ago
      Very good commercial!!
      wickedsc300
      • 1 Year Ago
      Great commercials. Love the diesels but I would have a hard time passing on on all the great performance cars at the A6 TDI's $58,000 base price.
      Lachmund
      • 1 Year Ago
      simply ******* clever!
      • 1 Year Ago
      [blocked]
      Guillaume Séguin
      • 1 Year Ago
      Years ago had a similar experience with a mate we were in not-so-diesel-friendly-Denmark with a Renault 5 Mk2. Diesel it was. Guy at the pump came toward us yelling that it was diesel. Man times have changed (in Europe anyway).
      ERNSTEVERYTHING
      • 1 Year Ago
      only a decade late.. Getting there slowly America..
      • 1 Year Ago
      [blocked]
      flanders2520
      • 1 Year Ago
      As a Audi diesel Avant owner over here in the UK, I can say that once most Americans experience a new clean diesel...they will get what most already know over here. Gobs of acceleration and overtaking torque and the fuel efficiency that will put a smile on anyone's. I just did a 2K mile trip through Germany and Belgium and averaged over 38 MPG. This includes quite a bit of 100 mph cruising on the Autobahn. When traveling at 70 MPH, I always got over 45 mpg.
      • 1 Year Ago
      [blocked]
        Zcd1
        • 1 Year Ago
        One problem with your logic is that then you'd be "driving" a Lexus. The LS is a splendid isolation chamber, and the engine sounds pretty good (what little you can hear of it, anyway), but some people prefer a car that's more involving. Bummer about the troubles with your Q7, but they're not necessarily representative of the TDi experience overall.
        MJC
        • 1 Year Ago
        No Lexus will ever "drive" better than an Audi. You should have said that first so I could have ignored the rest of your comment.
          wickedsc300
          • 1 Year Ago
          @MJC
          Apparently you don't watch many reviews.
          Axl Straforini
          • 1 Year Ago
          @MJC
          Look, audi is the worst premium car talkin about handling, just have a look at the 2013 GS or 2014 IS, best cars in their class for handling and driving pleasure, (according to Motor Trend and Car and Driver), even better than 5 and 3 Series, it's not my fault if you don't know anything about cars and you consider a POS FWD (or useless quattro,whatever) with oversteering attitude a better car to drive than Lexus, then you're just a Lexus hater, that's it. Oh, take a look at these link, so you may have an idea about what a new Lexus can do against your precious audi. www.motortrend.com › Road Tests › Sedans‎ www.hotheadlines.com.au › Motor › Car and Driver‎
      Hazdaz
      • 1 Year Ago
      I'm sorry, but that is one hideous car. The ad it funny, but I'm so sick of Audi's design language.
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