Is Audi treading in dangerous territory with their indirect slams of their competitors?

So we've all seen the new Audi 'Truth in Engineering' ads that indirectly slam the competition, like the 'Luxury car for people who know how to park themselves' ad pointed at Lexus.



They are definitely cute but the real question is will they be effective in retaining current customers and conquesting potential customers?

Even though I personally like the scrappiness of these ads, any marketing expert will tell you they are playing a dangerous game here because almost ten out of ten times this angle will backfire on you.

For example, probably the most famous ad theme like this was the Apple 'Lemmings' ad back in the 80's.



As cool and as funny as it was, Apple and every ad professional will tell you that it sent them two steps backwards, in the world of corporate computing.

It will be interesting to see how this plays out for Audi.

Do you think it will sell more Audi's or will it bite them in the ass?

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