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Audi aims to reshape luxury
Thursday, January 20, 2011 2:55 PM

Audi aims to reshape luxury

LOS ANGELES: Goodbye old luxury, hello new luxury.

This is the underlying message in Audi's new US TV campaign to redefine luxury, while taking a dig at rival Mercedes-Benz.

The 60-second spot called “Goodnight” methodically says goodnight to the age of old luxury, defined by gluttony and excess, and features the 2011 Audi A8 flagship sedan to symbolise the age of new lux.

The TV commercial is inspired by the cadence and rhyme scheme of the original Goodnight Moon, the 1947 children’s book by Margaret Wise Brown, one of the best-selling children’s books.

The A8 will also be featured in Audi‘s upcoming Super Bowl TV spot on Feb 6. “Goodnight” began airing on Jan 13 on US cable networks.

“Research shows that consumer impressions are based in nostalgia and formed at a very young age. In ‘Goodnight’ Audi taps into these memories to break through the nostalgia and re-establish what it means to achieve luxury,” said Scott Keogh, chief marketing officer, Audi of America.

“Today’s luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments. As a result, they are seeking out new and more evolved luxury symbols that make them stand out from the crowd.”

The A8 uses a 4.2L FSI direct-injection V8 engine that produces 372-hp and a peak torque of 328 lb-ft, allowing it to go from 0 to 100kph in 5.6s, with a top speed of 250kph. It has an 8-speed Tiptronic transmission

It features a light-weight aluminum space frame®body allowing it to achieve equal or greater fuel efficiency than leading luxury hybrid vehicles. A 19-speaker Bang & Olufsen sound system, MMI touch, Audi pre-sense safety features and the usual LED lighting come as standard fixtures.

The past three years Audi has delivered highly-rated spots, including last year’s “Green Car” ad featuring the Audi A3 TDI, Green Car Journal’s 2010 “Green Car of the Year,” and a soundtrack created by rock legends Cheap Trick.

The 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the dual message that luxury is evolving.

The 2008 Audi spot delivered a parody of the movie “The Godfather” and signalled that the brand was ready to challenge the perceived luxury leaders by “putting luxury on notice.”



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