Why the new Audi R8 Commercial is so Genius- an Analysis and Psychological Breakdown of Audi’s R8 – Superbowl Commercial.
(https://www.youtube.com/watch?v=yB8tgVqmKzw) – in case you have never seen it.
Hello, my name is Curtis Boyd. I’m a Digital Marketing professional who was blown away by Audi’s new R8 commercial. It hit so well on so many dynamics that I felt compelled to write this. In my article I plan to answer questions I asked myself during my own analysis of the video. I should also mention I am a big car enthusiast of both the Audi R8, Tesla’s P90D, and Nissans GTR – all amazing cars
- What is the objective(s) of this video, and how does this video achieve its goals?
- Who is the target demographic and how did they target them so well?
In a market obsessed with Tesla’s electric luxury sports cars, this video reignites a wild passion for Audi’s combustion V-10 Plus R8. The primary goal – in my opinion is to compete with the strong selling points of their biggest competitor, The P90D. In order to drive more sales to Audi, one must overcome sales obstacles at the dealership. I believe this video contains core-concepts to video marketing that we have to acknowledge.
Here are some core-concepts I’d like to discuss in video marketing.
- Separating yourself from your competitors.
- Relate to your audience – evoking an emotional response.
- Imbed helpful ideas to help your sales team overcome sales objections.
- Being able to hone in on your target audience and demographic, to a T.
- Being able to disguise all the sales metaphors in very distracting storyline.
The R8 has always been considered one of the most technologically advanced cars on the planet, along with the Nissan GTR, and newcomer Tesla P90D. One way to establish authority in the high-tech auto industry is to be able to relate your car to a space ship. This is applicable in any industry, if you’re trying to establish authority in your industry you want to convey an association to something remarkable.
The first 15 seconds of the video identifies with American Heritage in a technological way; we were the first nation to go to the moon. This patriotic display of America’s pastime with NASA’s Space Program inspires the viewer with voice profiles from Radio Spokespersons from an earlier time. This is the perfect introduction to our “Hero”, a retired Astronaut who refuses to eat his meal while preoccupied with his memories of a time long past. What is Audi’s biggest sales objection in America? I have no idea, but being a German brand, it is pure genius to display such patriotism to their target audience.
It conveys the message that – “Audi cares about American Heritage.” What can you convey to appeal to your target audience? How can you relate with your audience?
His son (the targeted audience) – clearly confident in his style and speech knows how to handle the situation. This brings about another dynamic that plays so well into the video because it identifies with our target audience. Most people in their 20-30’s cannot afford a $200,000 car, while a man in this mid 40’s is much more likely to make this type of purchase. Most men in their 40’s are going through the ropes of aging parents, and can identify with the actor on a very personal level. The son summons his father, calling him the commander, to come with him at which point begins a very dramatic reenactment of another patriotic display of American Technology – the NASA Space Launch.
Can you metaphorically display video from something else, which is relatable and meaningful?
One of the many unique features of the Audi R8 is the design, especially since its conception it has been known to look space-age. Comparing the R8 to a Space-Ship is really a home-run, because it makes you forget all about Tesla’s 17 inch flat screen touch display. You are thinking a more classic rendition of modern style and as the countdown begins car enthusiasts begin to get chills while recently deceased David Bowie strums his guitar over the scene. The son smiles at his father seeing life in his eyes as the commander darts out of the driveway. The feral notes of the R8 roar as the cinematography shows clips of the jet-rocket ignition giving us another metaphor of the car’s speed as if as fast as a rocket. Elegant, Classy, Sophisticated.
Well done, Audi.