We’re all familiar with Audi’s slogan “Vorsprung durch Technik”. In America that tagline translates as “Truth in Engineering” and that is what Audi is putting the spotlight on in their new advertising campaign. Starting with one 60-second and four 15-second spots, the campaign pays homage to the heritage and spirit of the century-old German brand.
That is why the first ad highlights and puts an emphasize on Audi’s history. It honors the spirit of innovation and individualism, and can do attitude that made Audi excel at engineering that not only produced great cars for consumers, it also resulted in amazing motorsport success, namely the quattro system in rallying, and the diesel-powered Le Mans racers in the modern era.
“Our new campaign further defines Audi’s tagline ‘Truth in Engineering’ in a dramatic, memorable way,” said Loren Angelo, Director of Marketing, Audi of America. “The campaign brings to life Audi’s stories of bravery, such as pioneering quattro AWD technology over 30 years ago, choosing aluminum over the industry standard of steel in our frame development, leading LED lighting innovation, and being the first to race and win the 24 Hours of Le Mans with a TDI clean diesel engine. It’s an homage to the spirit of innovation that has made Audi the award-winning brand it is today.”