Audi vs Nasa

If you have a great fact, all you have to do is get out of the way

So Nasa have filed 6,509 patents to date, whereas for the A6, Audi filed 9,621...to me that's an amazing fact. It takes up approximately 2 seconds in this ad; the remaining 1min 28 seconds is a lot of admittedly impressive filming, but why hide such a gem in amongst all of it?

Anyway this ad ran a while ago, I just came across it during work - a lot of the time there seems to be lots of stuff that gets in the way of the great facts that lie at the heart of brands - why do they get lost? Why do people forget that consumers are interested in stuff like this, this is what makes people engage with brands, not the fancy pants frilly bits around the outside.

Is it about winning awards or engaging with consumers?

Hope everyone is having a good day,

Steve

Comments

[Lucy Fox]

Ads generally try to be too clever for their own good and reject the simple ideas because they sound boring. Agencies forget that consumers are not completely immersed in the world of that brand like they are and little facts that may seem uninteresting to them may seem pretty impressive to the rest of us.

I actually think this ad does a really good job of bringing one very simple, meaningful and somewhat technical fact to the fore with style and elegance.

Oh so Audi!

[Lucy Fox]

Ads generally try to be too clever for their own good and reject the simple ideas because they sound boring. Agencies forget that consumers are not completely immersed in the world of that brand like they are and little facts that may seem uninteresting to them may seem pretty impressive to the rest of us.

I actually think this ad does a really good job of bringing one very simple, meaningful and somewhat technical fact to the fore with style and elegance.

Oh so Audi!

[Steve]

When you live and breath a brand at an agency every day, you can forget like you say Lucy that actually consumers don't think like that.

The only thing I would say is although the ad is slick and well shot, artistic and such, is it not just a bit over the top? Why not just have the simple message upfront?