2012 Audi A7 3.0t Quattro Premium Plus on 2040-cars

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Audi kicks off ad campaign tonight with stirring new spot

Following last week's entertaining and wildly popular Spock vs. Spock video, Audi has come back with a bevy of videos for its new advertising campaign that will begin airing tonight in primetime and on cable.
There are five ads altogether, but the longest one, a 60-second spot titled It Couldn't Be Done, is our favorite by far. Set to a reading of the poem of the same name by Edgar Albert Guest, the commercial chronicles the history of Auto Union Deutschland Ingolstadt from the days of its founder, August Horch, through its many decades of innovation, competition and creativity. Indeed, watching the commercial gave us chills similar to when we first heard the Ram brand's Farmer commercial that aired during this year's Super Bowl.
The other four commercials are shorter 15-second spots that focus on such familiar themes as the company's Quattro all-wheel-drive system, the safety of its vehicles, their style and the company's advances in LED lighting. While less impactful than the longer ad, we think they effectively sound the drum beat of Audi's preferred tag line: Truth in Engineering. Scroll down to watch all five new ads, starting with the 60-second It Couldn't Be Done.

See the new Audi A8 early in Spider-Man: Homecoming

Audi is moving beyond being the primary car provider for Tony Stark in the Iron Man films, and is taking a major role in the upcoming Spider-Man: Homecoming film. Though product placement is generally obnoxious, at least this placement will give car enthusiasts a sneak peek at the new Audi A8. The car is slated for a full debut on July 11, but Audi says the car appears in Spider-Man, which comes out much sooner on June 28. Though the car has yet to be fully revealed, we know it will have a unique 48-volt electrical system and semi-autonomous driving technology. Audi says that some of that semi-autonomous technology will be on display in the film. As cool as that may be, we're concerned about other Audi placement in the film. Apparently an R8 convertible will reprise its role as Tony Stark's daily driver, which makes sense, but Peter Parker will be driving a TTS Roadster, which makes much less sense. In case you weren't aware, Peter Parker is a lower-middle class high school student, so unless there's a plot twist in which he comes into a lot of money suddenly, a new TTS isn't something we'd expect to see him drive. Audi doesn't give much context for the TTS's appearance, so maybe the friendly neighborhood Spider-Man borrows (or joyrides in) the Audi at some point. Related Video: Image Credit: Audi TV/Movies Audi Convertible Luxury Performance Sedan

VW brands excluded from Wards 10 Best Engines for 2016

You definitely won't be seeing a powerplant from Volkswagen or Audi on the 2016 Ward's 10 Best Engines list. In a serious rebuke against them, WardsAuto is excluding all VW/Audi powertrains for at least this year after the German automakers' ongoing emissions regulations evasions. There's no guarantee of the companies returning for 2017, either. In a story on its website, WardsAuto executive editor Tom Murphy writes that the ban lasts "until we are convinced the culture of deceit has been purged, fines have been paid and regulators are satisfied." That could be a while, the way things are looking. The exclusion knocks three powertrains out of the running for this year's list. As a winner last year, WardsAuto would usually test VW's 1.8-liter turbocharged four-cylinder again for 2016. Plus, it planned to check out the 2.0-liter turbocharged four-cylinder from the Audi A6 and the plug-in hybrid from the A3 Sportback E-Tron. In the story, Murphy finds VW's actions particularly despicable because of what they could be doing to the popularity of diesel passenger cars in this country. "BMW, Mercedes-Benz, General Motors, and Fiat Chrysler also sell light-duty diesel engines in the US, but their sales outlook suddenly has grown murky, thanks to VW's shenanigans," he writes. So far, Jaguar Land Rover is remaining confident of US consumers continuing to buy diesel models, though. We'll be able to see the real effects of VW and Audi's ban in a few months because the 2016 Ward's 10 Best Engines will be published December 10. With two major automakers out of the running, their rivals will likely greet this as a better chance to make the grade.