ArTiCLe - Audi out-patents Nasa with £5m ad campaign

Audi is spending £5m on an array of television adverts, where they clain to has filed 3, 000 more patents than Nasa, where they seek to create the best car. There are a series of three adverts, which as 90, 60 and 30 second lengths where they want to highlight the technological elements of the company’s thinking.

The adverts tagline “Vorsprung durch Technik” translates to “Lead by technology”.

The ads show what appears to be a space shuttle hurtling through the atmosphere, but is in fact an Audi A6.

The commercial ends with the line, "To date, Nasa have filed 6,509 patents. To get to the A6, Audi have filed 9,621 patents."

Chris Hawken, the brand communications manager at Audi UK, said the campaign aimed to show the company was at the "cutting edge of car design".

The ad campaign, which will run for six weeks, has been planned and bought by MediaCom. The first, 90-second version will debut during Bremner, Bird and Fortune on Channel 4.

The TV commercials will be supported by a series of five different print and outdoor ads. Digital agency Good Technology has worked on the online elements to the campaign.

Audi also runs its own digital television channel, called the Audi Channel, which launched last year.

In May, Audi launched an internet video-on-demand service with programming available three days before airing on television.

My comment on this particular article is that Audi is trying hard to sell its product to a particular audience and they are in competition with Nasa, where they have a numerous amount of adverts each lasting a different time.

http://media.guardian.co.uk/advertising/story/0,,1889509,00.html