jjjveryness.com

A beautiful reminder that even the most inane components of sports can make for good advertising.

There are times abstracted commercials make no sense, like esurance’s secret agent cartoons. But when you’re an established brand with a solid reputation sometimes you need something radically different than your standard message in a standard delivery. I think this is up the same alley as the nearly-famous Honda ad, which worked for so many of the same reasons the above Audi ad does.

Update:
Peter rightly questioned whether the Audi commercial has an obvious message.
Both commercials I reference above drive home valuable messages to viewers. Honda presents their attention to detail and precision assembly that have helped Honda earn a reputation for reliable and pleasurable to drive cars. In Audi’s advert, we get the sense of beauty and class that accompanies even the mechanics of their vehicles; even their engines are luxurious.
Both commercials require some interpretation to draw any conclusions, so they obviously carry a baseline experience of ‘cool’ as a fall-back.