something the average AUDIence wants

The Audi commercial “Audi Presents: Cashew” stood out compared to the other car commercials that seemed to blur together. It’s of a nicely dressed 30-40 year old man (someone who fits their target market) who finds his grandfather on a front porch after wandering through a field with angelic music playing in the background. It seems like the man missed his grandfather a lot and is thrilled when he lets him have his electric Audi hidden in the garage like it is a secret treasure. As the music intensifies, it is cut off quickly as the man jolts in the car getting brought back to life as he was choking on a cashew while working his desk job. His heaven was driving this secret treasure and was so close to achieving it.

Audi has been quickly growing as a premium or luxury car brand. Their target market includes the upper socioeconomic class of ages around 35-65 years old. Admeter measured viewer’s interest by age and it steadily increases from 35 years old. They most likely have a well paying job and a sense of “style.” Audi’s prices fit this target market and fill their desire for a high-end, slick looking vehicle.

Tesla, one of Audi’s main competitors to their new e-tron car, seems so luxurious it’s almost foreign. Audi’s insight plays into this because it is comparable to a Tesla, but more of an average person’s car. Someone who admires Tesla but doesn’t want that “bougieness” of the brand would love an Audi. Their website still seems high-end and futuristic, but exciting rather than foreign. You can customize the car and reserve your spot in line now. This adds to Audi’s brand positioning as the luxury car for the average person. They tap into the audience’s feelings of family and love with their logo representing unity (coming from the four car brands that came before Audi) as well as the grandfather’s line in the commercial “welcome home.” Driving your own Audi ties into the consumer’s identity with feelings of it is where you are supposed to be.

Admeter ranked this commercial 10th out of 58 for Super Bowl commercials for 2019. It did well, but there is still room for improvement. One of its strengths was the reversal where right when the man was about to start driving where the audience assumes the commercial would climax, we are startled by him choking living a completely different, average life. It caught the audience’s attention and made it memorable adding a comedic factor. The commercial does a great job tying feelings of home and family with the Audi, as well as showing the man as average as he does his desk job surrounded by many other employees. The character is relatable to those in Audi’s target market. As for its weaknesses, the commercial was played during the Super Bowl where expectations are at an all-time high. Consumers are there to be entertained and inspired which is a rare opportunity for marketers. The commercial was well made, but held to the Super Bowl standards where some only go for commercials (aka me) Audi could have boosted its wow factor. They must make it worth it for paying up to $5.1 million for just a 30 second slot.