If you’ve watched any of the Olympics over the last two weeks, you’ve probably seen Audi take some shots at Lexus, BMW, Mercedes, and even Ferrari in a couple of TV ads.
If you live in Canada, you’ve also been privy to an ad for the Hyundai Elantra, which involves two beautiful women, one of which leaves a lipstick kiss and phone number for the other. How does that relate to car advertising?
Keep reading to see all the ads, judge for yourself, and let us know what you think!
In the spirit of world-class competition, one of the ads is all about coming in second place, and says:
“In every friendly little competition, there’s a winner and a loser, a runner up, second best, the one who fell a little bit short – our friends at BMW know exactly how this feels.”
It ends with the tag line “Audi has defeated BMW in three straight Car and Driver comparisons.”
The other ad features people in a trance-like state thinking things like Lexus is “beige and predictable” while Mercedes is a “hollow status symbol.” It even says the Audi R8 is more worthy of our desire than a certain red Italian sports car.
While I agree that pointing out strengths and successes in an effort to increase sales is the point of advertising, I think it can be done without name calling. Yeah, these ads are well done, but I come away thinking Audi lacks the confidence of its competition by blatantly calling them out. What do you think?
On the other hand, ads from Hyundai absolutely ooze confidence lately, though this one in particular leaves me wondering what target market Hyundai has in mind. Is this kind of advertising effective or too edgy and inappropriate? An ad like this sure won’t be seen in the U.S., but it was just fine for Canada!
What do you think:
Which automakers will fire back at Audi?
Think the Hyundai ad should be shown in the States?