Normally I agree with Steve Hall at AdRants, but there are rare times when he’s wrong 
Steve likes Venables Bell & Partners’ new work for Audi. You can see his write up here and the actual Audi spot here
So it’s easy to throw stones at a glass house, but difficult to actually want to fix things. With that in mind, here’s why I don’t like the ad:
1. It’s lazy. When agencies borrow from movies or other pop culture it’s just lazy. How much did Audi pay them to concept the idea? I bet a lot and when the “creative” idea is something that’s already been done before is it really creative?
2. It doesn’t make me want to buy an Audi. I own a BMW and my wife a Jaguar. We also love the Godfather series. Essentially we’re the target; yet I have ZERO desire to buy an Audi. After all why shoud I? The ad doesn’t tell me anything about the “new” Audi or why I should want to consider them.
3. They spent nearly the entire ad selling the Godfather effect and only a tiny portion (maybe 7 seconds) selling the car. Assume I’m watching the Super Bowl when this ad comes on (which I will be); why would I keep watching after the first 25 seconds? I already know whats coming…
Net-net…it’s a beautifully shot cinematic work of art that doesn’t get me considering Audi at all. A more importantly as someone in the the industry…it just smells of lazy creative development.
Congrats Audi, you just spent 3 million for Super Bowl air time and probably 200K in concepting for something my 9 month old could have given you for $5.00.
Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy.
