Audi Has Some Commercial Fun At Lexus' Expense and Agent 00J Thinks It Is Brilliant!

I agree, simply brilliant.......but......Audi needs a Q5 hybrid if they want the "L.A." crowd to really switch over....

My fear is that in 5-7 years Audi will no longer be seen as unique and will be just like BMW/Merc/Lexus...

— BondMI6 (View Profile)

Posted on 3/19/2009 10:32:38 PM | reply to this comment | Votes: -6   

Sort of reminds me of the old Lincoln/Caddie commercials.

— NItePhire (View Profile)

Posted on 3/19/2009 10:35:56 PM | reply to this comment | Votes: 5   

According to this commercial driving a Pontiac Aztek can prevent identity theft too. The only message this commercial sends is how Audi is already admitting defeat to the LSUV king before their new entry even goes on sale.

— FanboyOfTheTruth (View Profile)

Posted on 3/19/2009 10:38:31 PM | reply to this comment | Votes: 7   

These Audi commercials are getting as annoying and obnoxious as the Mac vs. PC ads. Audi should not concern itself with comparing their products to anything, in my opinion. At the risk of sounding sentimental, be above it Audi.

— Anthony (View Profile)

Posted on 3/19/2009 10:44:48 PM | reply to this comment | Votes: 3   

Very clever ads. The one with the anxious lady in the underground parking garage is a little more chilling than the ad with the confused schoolchildren.
Audi must have gotten a great deal on beige Lexus SUVs!

— Audiphile (View Profile)

Posted on 3/19/2009 11:24:08 PM | reply to this comment | Votes: -3   

lmao you read way to much into that, are you serious. Even though perception could be different across the board, the fact that the RX is the best selling car in its class, hell the best selling luxury car in general if im not mistaken It is clear they are saying why not be different and not just buy one because everyone else is. The same thing that tried with the A5 ads, brilliant no, and I fail to see how saying be different in so many words is going improve their image or tell people what makes an Audi better other than they just arent as popular.

— bmwdrvr (View Profile)

Posted on 3/19/2009 11:56:49 PM | reply to this comment | Votes: 7   

Love the commercial, had me laughing when I saw it on TV. Very true, the RX is so trophywife/soccermom I can't stand it.

I'm a MB/GM fan all the way, but great job Audi. Very clever, way to expose the mundane nature of the RX.

(not that the RX is a bad vehicle in any way/shape/form, it's just that it is just another everyday SUV with another everyday powertrain with a leather interior--- smart for Toyota)

— neutral (View Profile)

Posted on 3/20/2009 12:04:56 AM | reply to this comment | Votes: -1   

Its dumb like the agent. Who the hell do u think buys Audi SUVs? The same damn people. Audi would love to sell as many RXs as Lexus does.

The first ad during the superbowl was funny but its clear Audi wishes they were where Lexus was in America. Do you honestly think this ad pursuaded anyones opinion? Or that Audi might replace BMW on the cock o meter?

The new RX fyi is ugly lol

— BarackBush (View Profile)

Posted on 3/20/2009 12:16:28 AM | reply to this comment | Votes: 0   

I wish Audi would stop doing these stupid commercials. Yes, they are funny, but the Q5 will appeal to the same soccer moms, so there really is no difference. This commercial just shows that the RX is what everyone buys. Audi should work on showing the merits of the Q5, not this stupid commercial.

— SmokeEm (View Profile)

Posted on 3/20/2009 1:33:57 AM | reply to this comment | Votes: 7   

Wow! I can see that we have true experts in marketing here. Autospies has it all, car guys, car enthusiasts, car experts, Ad and marketing experts, economists, engineers. I am amazed by so much knowledge. And people with such elocution and talent, like tonymontana or fanboyinthetruth and such.

Guys, this is a blog, just say that you like it or that you don't, that's called Freedom of speech. But please don't try to analyze the commercial, or try to convince anybody that your opinion is equal to the truth.

Even the agents on this site have limited accuracy in their analysis and comments, most of the time it is oriented to start a flame war because this is what creates traffic to the site and traffic = $$$

Anyway I always have a good laugh reading some of the comments, so keep them coming.

— 1evlaudi (View Profile)

Posted on 3/20/2009 2:23:18 AM | reply to this comment | Votes: -2   

If I were Lexus I would be very humbled by this commercial; a direct attack asking the buyer to consider something different and new. Lexus is definitely one if not the number one target for wining over some of their customers. Sure it may not be techno but the Q5 is beautiful in a lot of ways both interior and exterior. Audi has a winner here. Nice job!

— Baby (View Profile)

Posted on 3/20/2009 2:24:25 AM | reply to this comment | Votes: -4   

This is like negative campaigning. It's desperate and cheap. If you have to resort to take direct shots at your competitor, then that means that your own product can't stand on its own two feet. In fact, the message it sends me is that you wish your product was more like the target product. Now, if Audi was presenting tangible feature-by-feature reasons why its products are superior, then that's a different advertising strategy altogether.

— senorgato (View Profile)

Posted on 3/20/2009 3:55:18 AM | reply to this comment | Votes: 9   

If you're a prospective Audi buyer, then there's a 99% chance you haven't given a thought about a Lexus and vice versa. Not a bad commercial (funny more than anything), but they aren't going to win over over many Lexus customers.

— Auto_expert (View Profile)

Posted on 3/20/2009 8:33:18 AM | reply to this comment | Votes: -2   

We have a competitor in our business that constantly bad-mouths and runs negative ads and guess what...they were and are still struggling. Instead of concentrating on the product and the company behind the product, they focus their attention on the competition (us). They have actually done us many favors through this process because customers see right through it. Well done, Lexus, Audi just crowned you king and gave you free advertising!

— bigmotov (View Profile)

Posted on 3/20/2009 9:17:34 AM | reply to this comment | Votes: 5   

It's a funny ad but I wonder what people would be saying if Lexus poked fun at another car company?

— _43LE (View Profile)

Posted on 3/20/2009 9:45:49 AM | reply to this comment | Votes: 4   

Very nice ad...No worries for Lexus here though. In person the Q5 is about as impressive as well, maybe the Q7. It's too small and not good looking, where the Q7 is big and just plain ugly.

— Ricks2Dogs (View Profile)

Posted on 3/20/2009 11:48:04 AM | reply to this comment | Votes: 4   

1. It's never a good idea to mention/show your competitor in an ad unless it's referencing price points.

2. Not being able to promote your car without mentioning a competitor sounds an awful lot like the folks here who can't speak fondly of a car without bad mouthing another car.

3. Given Audi's goals and their current state in the US, does anyone think an ad like this is the way to go?

— answer (View Profile)

Posted on 3/20/2009 12:06:18 PM | reply to this comment | Votes: 8   

Not Surprised. Some Audi Vehicles are about as exciting as a Lexus. They've chosen the correct brand to compare their vehicles to. God Knows that cannot be compared to BMW anymore.

— LexSucks (View Profile)

Posted on 3/20/2009 12:52:54 PM | reply to this comment | Votes: -5   

Although funny it reminds me of a bad political tactic used in the recent presidential race.

Didn't work for him, probably won't work for Audi.

— richardposluszny (View Profile)

Posted on 3/20/2009 4:44:21 PM | reply to this comment | Votes: 1   

Germans, ave nack of producing bad commercials, so insecure..

During the 80s VW did soe which were poking fun at the Japanese the style of which would be considered racist today.

— mpls (View Profile)

Posted on 3/20/2009 5:15:22 PM | reply to this comment | Votes: 1   

Shos how Audi has to resor to such tactics in USA, they know Lexus still sells more than them.. bad marketing is when you hve to resort to such tactics. Marketng based on the product you imbeciles..

— mpls (View Profile)

Posted on 3/20/2009 5:17:01 PM | reply to this comment | Votes: -2   

Great ad for Lexus in my opinion.

— truthpursuit (View Profile)

Posted on 3/20/2009 6:42:23 PM | reply to this comment | Votes: 3   

It is clever, but Lexus can just as easily come back and switch the cars to be IS and A4s or LS and A6/A8s since they're fairly hard to tell apart.

— huu76 (View Profile)

Posted on 3/20/2009 8:17:36 PM | reply to this comment | Votes: 4   

Of course, Audi knows who's #1 so they gun for them. They could've used BMWs but who wants to chase last place?

— huu76 (View Profile)

Posted on 3/20/2009 8:19:00 PM | reply to this comment | Votes: 1   

say something positive about Audi and get de-boosted? is that how it works on this site?

— 1dott8 (View Profile)

Posted on 3/20/2009 11:14:41 PM | reply to this comment | Votes: -1   

hysterical! and so true.

it seems that the RX/camry/ES/whatever only come in silver. and because they're all cookie cutter with no individual options, they really do look EXACTLY the same. you don't get individualization for 30% less.

— enthusiastx11 (View Profile)

Posted on 3/21/2009 12:30:48 AM | reply to this comment | Votes: -1   

I agree with some on this board that say this is negative ad campaigning. Mercedes doesn't mention or show any other SUVs in its commercial. The only reason to compare someone else's products is because there is a perceived deficiency in yours. Audis are just overpriced Volkswagens and they would be lucky to register the sales volume that the Lexus RX has.

— 3pointstar (View Profile)

Posted on 3/21/2009 2:32:58 AM | reply to this comment | Votes: 2   

Which luxury brand made big profit in 2008? The answer is Audi. Which one will perform best in 2009? probably Audi is the best position because Toyota/Lexus, Daimler, BMW are sinking faster than VW/Audi.

— trungdq (View Profile)

Posted on 3/21/2009 7:39:13 AM | reply to this comment | Votes: -1   

The ad works both ways. On one end you're clearly stating that everyone else is buying a Lexus RX so buy are product instead, but then the consumer might come to the conclusion that the RX is tried & trusted while Audi's the new kid on the block. On the other hand your looking at that lineup of incredibly dull silver RX's, only to be treated (in comparison that is) to what would be considered some serious eye candy as the black Q5 rolls up breaking the trend & ultimately making that kid the coolest kid in school.

I wouldn't say genius but more amusing & unfortunately for Audi, very true. For the record though it worked on me...If i was cross-shopping these two vehicles & saw that ad, I'd go for the Q5.

— MunichRob (View Profile)

Posted on 3/21/2009 10:32:23 AM | reply to this comment | Votes: 2