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

Article by Christian Andrei, 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."

The A6 has long been the flagship model of Audi when it comes to the executive class. Even then, the brand chose to redesign this and it now has a chassis that is more athletic and a body that’s light. Fitted inside are a number of new multimedia system and assistance systems, making it a full-sized sedan that comes with advanced solutions on every technological segment.

In addition to the redesign, it comes fitted with a wide array of drivetrains and engines. Inside the A6 is a unit which shows a V6 engine’s power with the fuel efficiency seen on a 4-cylinder unit. This same engine, according to Audi, will be included in the A6 Hybrid and will become the highlight of this range. Looking at the interior, each detail is proof that the brand does invest when it comes to auto manufacturing.

Every material, like the novel layered-wood veneer, has been chosen carefully and then crafted with total care. A lighting package for the interior will be available, offering sophisticated ambient lighting while at the same time giving small points of light everywhere in the interior. The brand is offering as an option to have the seats in the front fitted with massage and ventilation functions.

An important element in the interior is the wrap-around, which is an inlay that encloses both the driver and the passenger sitting in the front. Through the use of the graceful curves on the dash panel, the driver is guaranteed to be in the middle of the interior. The different features of the interior and roominess are put in to make sure that it mirrors the exterior and its powerful style.

To make sure that the interior experiences low noise levels, use of excellent materials plus advanced design methods were implemented. Indeed, the exterior of the A6 was designed in a way that it will show both elegance and sportiness. By combing a long engine hood with pronounced side lines and a sweeping and low roofline, it results in an overall look that is dynamic. For those who want to highlight the front end’s attractive expression, headlights using LED are offered as an option. In terms of actual dimensions, the A6 has a total length of 16.14 feet (4.92 meters), a total width of 6.14 feet (1.87 meters), with a height of 4.79 feet (1.46 meters).

These proportions are unmatched by any of its rivals. Since a majority of the A6’s body are composed of high-tech steel and aluminum, it makes it stiff, lighter, and most importantly, safe. To allow for a remarkable vibrational comfort, all of its parts have been precisely tuned with systematic hydraulic damping done for the drivetrain bearings and axle.

Topics: audi, advertising

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