In addition to the walk-around and active safety deep-dive videos of the B9 Audi A4, Ingolstadt’s US division has also released a series of ads for the new sports sedan with the slogan, “Intelligence is the new rock and roll.” These spots position the A4 as the smarter choice in the segment, and a couple of them aren’t afraid of throwing some not-so-subtle shade at its competitors to get the point across.
The first 30-second commercial, titled “Touch,” shows a man whose touch turns everyday objects into cutting-edge devices – for example, the old thermostat he adjusts becomes a cool digital one, his phone becomes a tablet and the analog watch he puts on turns into a smartwatch.
He then walks out of his house and gets to his “old-fashioned” car – which, of course, is a W205 Mercedes-Benz C-Class. His hand grazes the bonnet and, lo and behold, it becomes an A4, to his pleasant surprise. Let’s be quite honest here, the C-Class isn’t an outdated car by any stretch of the imagination; still, kudos to Audi for having the chutzpah to pull that one off.
The second ad, “Intelligent Statement,” is even more direct. It starts off with a static shot of an F30 BMW 3 Series, which then promptly gets covered by the Audi as the latter rolls up to a stoplight. “If you are going to make a statement, make sure it’s an intelligent one,” says the voiceover, upsetting pretty much every 3er owner in the process.
What do you think of these ads – are they a smart, tongue-in-cheek rib at its German rivals, or are they just unnecessarily outlandish and brash? As for whether or not the new B9 Audi A4 is actually as good as the brand says it is, you can read our review here.
GALLERY: B9 Audi A4 in Venice, Italy
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How about “If you wanna cheat, don’t ever get caught.”
Audi throwing shade is the funniest thing ever
Desperate time calls for desperate measures. Hehehe..
Yeah the W205 isn’t that old and I think it can hold its candle against the B9 but the F30 is the oldest among the three and is on it’s way out. That being said newer is always better so the B9 will have the stage for now…until the G20 arrives in 2018.
next month bmw and merc come out new ad of them smelling their exhausts while saying “still better emission than the 4 rings”. lol
They won’t, Germans actually helps each other. After all, it’s German engineering at stake
So when will the A4 B9 launch in Malaysia?
But I think the new A4 is the ugliest in its class.
Call me old fashioned, but I do not really like the “flat” digital dashes of the newer cars.
If digital is the only option, then the 7 series is my favourite at the moment with the dial trim on the digital display, until then, I prefer the classier physical dashes.
Not to mention who still uses on-board OEM GPS solutions? With Waze/Google Maps offering traffic updates etc.. I never touch on-board OEM GPS solutions any more.
Waze is shit. They need mobile bandwith. New OEM satnav these day have live traffic feed anyway. Very unfortunate they not available in Malaysia. The majority of distributor in Malaysia often change the OEM system to “Made in China” crap for better profit margin.
I’m pity you still live in the past. Digital in-car displays are the future. In few years time all luxury models will be implementing it, even non-luxury segment leader Honda have already made it standard in their new Civic, which i’m impressed btw.
Uh oh, Audi may have done a 7th gen Camry on the new A4. Not as fugly but so ho hum.
At least both the BMW and Merc doesn’t need to keep a bottle of engine oil in the boot.
Sexy virtual odometer! Move on the old fashion analog dial.