Audi kicks off A3 celebrity-fest marketing campaign with Dues

Wed, 19 Mar 2014

Audi is desperate to appeal to young people with its new 2015 A3 sedan. It's planning launch parties around the country to present the new model to these younger buyers, and its latest tactic is a series of videos starring celebrities the company considers trailblazers to further captivate youthful buyers.

The advertising campaign starts with a spot titled Dues starring comedian Ricky Gervais, chef David Chang, photo journalist Lynsey Addario, comedian Kristen Schaal, boxer Claressa Shields, artist collective Cyrcle, and church choir Voices of Destiny. It's being followed up with seven, minute-long online documentaries called Uncompromised Portraits about the folks featured in the new ad. Audi believes that they are all trailblazers who have forged their own way, and it's all supposed to fit with the A3's slogan of "Stay Uncompromised."

Dues will play during the NCAA March Madness tournament. Audi is also running two, 30-second commercials during the games to highlight the sedan's technology and two, 15-second ads to promote its Quattro all-wheel-drive system.

The brand is convinced that telling buyers that its A3 is meant for iconoclasts is going to draw a new type of customer. However, it seems like truly nonconformist people wouldn't let the marketing influence their decision. Scroll down to watch Dues and all seven Uncompromised Portraits videos, plus read the press release.

Audi Debuts New Campaign for the All-New Audi A3 Featuring Ricky Gervais, David Chang and Other Trailblazers

• Campaign kicks off with a 60-second television commercial called "Dues"
• TV spots feature the "Stay Uncompromised" A3 theme unveiled during Super Bowl
• 2015 Audi A3 hits U.S. showrooms in April

Audi today debuts a new advertising campaign for the all-new 2015 Audi A3 sedan. The campaign kicks off with a 60-second television commercial called "Dues" starring comedian Ricky Gervais, celebrity chef David Chang, internationally-acclaimed photojournalist Lynsey Addario, comedian Kristen Schaal, gold medal winning boxer Claressa Shields, street artists Cyrcle, and inner city church choir Voices of Destiny.

"Building off the 'Stay Uncompromised' theme that debuted during the Super Bowl, the new campaign for the Audi A3 celebrates fearless individuals who refuse to compromise: whether they're entertainers, athletes or Audi engineers," said Loren Angelo, Director of Marketing, Audi of America.

The cinematic spot "Dues" features each character reciting lines from "We Are the Champions" by Queen. As it builds to the chorus, the spot becomes a rallying cry for the "uncompromised" nature of these trailblazers who refuse to cut corners and never settle – the inspiration behind the Audi A3. As a complement to the campaign, each "Dues" character is profiled in an online video series called "Uncompromised Portraits" on Audi's YouTube channel. "Dues" will run throughout the NCAA March Madness tournament.

The campaign also features two 30-second TV spots that highlight technology prominent within the new A3. The Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The A3 marks the first time that an A-segment vehicle will offer MMI® technology, Audi drive select, 4G LTE connectivity and Bang & Olufsen® audio.

The comical 30-second spot "Names" features Ricky Gervais in the Audi A3 with a child in the backseat reading aloud Twitter updates. The spot highlights the 4G LTE connectivity in the vehicle, which turns the A3 into a WiFi hotspot. Another 30-second spot called "Touch" features celebrity chef and Momofuku Restaurant Group founder David Chang as he uses the leading-edge MMI® touchpad with handwriting technology to quickly find a contact and make a phone call. In the Audi A3, the innovative touchpad is incorporated directly into the rotary MMI control wheel for an intuitive and simple user experience.

Two additional 15-second spots will highlight the brand's dominance with quattro® all-wheel drive technology called "Hugs Corners," and "Signature," that emphasizes the beauty and intuitiveness of MMI Touch.

"The launch of the all-new Audi A3 is a pivotal moment for the brand in the U.S. market," added Angelo. "An entry-level sedan, the A3 doesn't sacrifice design, technology or performance. The uncompromised nature of the A3 targets first time luxury buyers and allows Audi to go after new audiences."

High profile media will run across traditional television as well as full episode players throughout the NCAA March Madness tournament, with one 30-second unit in every game on national channels CBS, TNT, TBS, and truTV. The spots will also run on national cable networks including FX, ESPN, ABC Family, TBS, AMC, USA Network, HGTV and TNT. OOH placements will include high-traffic areas including the Lincoln Tunnel. A social campaign targeting A3 audiences and influencers will launch in April.

In addition to TV, the campaign features efforts geared towards a younger generation of first time luxury buyers, with elements developed to reach second screen viewing habits through interactive social TV and digital/mobile strategies. For dealers, a full marketing toolbox will include out-of-home, print, radio, digital banners, social media and web assets, dealership projection lighting, point of sale banners and CRM email templates.

The all-new Audi A3 lineup begins with the A3 sedan, which goes on sale in the spring of 2014. The A3 sedan plays a pivotal role in the soon to be expanding Audi A3 family and will be priced from a base MSRP of $29,900. It will be joined later in the fall of 2014 by the Audi A3 Cabriolet, A3 TDI clean diesel sedan, the high-performance S3 sedan and in early 2015, the A3 Sportback e-tron® gasoline electric plug-in hybrid (PHEV).

The commercials were created by San Francisco-based Venables Bell & Partners.

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By Chris Bruce