Audi launches “Ahab” commercial that takes inspiration from classic Herman Melville novel

Article by Andrew Christian, on January 15, 2012

Expect to see Audi’s 60-second ad spot for its quattro all-wheel drive system at the National Football League division playoffs on Saturday. Audi, which had record-breaking sales in the U.S. in 2011, prepared this spot dubbed “Ahab.” The commercial takes inspiration from Herman Melville's novel Moby Dick. Ahab is the name of the tow truck driver who contends with snowdrifts, whiteout conditions and his archenemy, the Audi quattro.

Audi will have a 30-second spot of this commercial running on national TV too. Under Audi’s campaign, there will also be display and mobile banners placed on weather and ski sites.There would be online video placements and banners on car enthusiast sites, content on Audi's "30+ Years of quattro will be available as a Facebook app. And on YouTube, Audi will provide a new quattro playlist. In 2011, Audi sold 117,561 units in the U.S. This is 16% higher than the figure reported in 2010.

"Audi quattro has been a part of the brand's DNA for over 30 years and is core to the performance and design of Audi vehicles," said Scott Keogh, Chief Marketing Officer, Audi of America. "With this new campaign, Audi aims to celebrate its pioneer technology and continual commitment to its development, while increasing Audi's brand image and awareness, particularly of our all-wheel drive experience."

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