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Audi R8 V10 Plus Ad: The Animal Within

March 15, 2013 by Matt

Note to other performance automakers: This is how you do a commercial if you want to get your enthusiast base fired up about your flagship’s capabilities. None of that gentle-winding-through-a-wooded-backroad crap—which, ironically, Audi’s also done—just pure, raw, unadulterated power, full stop.

Aside from the visceral appeal, it’s quite a brilliant ad for Audi in that it directly addresses one of the main criticisms leveled against their R8 supercar: It’s too user-friendly, too sterile, too easy to drive quickly and not edgy enough to be called a proper supercar. As a result, the entire focus of the clip is on the roaring, crackling, popping, savage, well-nigh alive quality of the car’s engine—with a nice shot of the ultra-wide rear tires thrown in for good measure—dispelling any notion that the R8 is some kind of ho-hum “speed appliance.”

Between this and their well-received Super Bowl commercial, Audi’s marketing has been firing on all cylinders lately. I particularly appreciate the ads’ focus on the cars themselves, instead of simply trying to gin up an emotional reaction via a non-automotive storyline. It speaks to the confidence Audi (rightly) has in their design and engineering that in many cases the spots highlight those aspects of their cars which, according to conventional wisdom, would have less mass appeal. Well done, Audi, and carry on.

Filed under: Audi, Media, News


  1. Ryan says:

    Love it!

  2. John D says:


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