Audi of America has launched an ad campaign that stars comedian Ricky Gervais and the 2015 Audi A3 sedan. In a 60-second commercial spot dubbed as “Dues,” Gervais, US gold medal winning boxer Claressa Shields, celebrity chef David Chang, comedian Kristen Schaal and other people recite lines from Queen's song "We Are the Champions."
The message was that each them were "uncompromised" trailblazers who persevered until they achieve success without settling or cutting corners. The ad, created by Venables Bell & Partners, San Francisco, follows the "stay uncompromised" theme that it introduced for the A3 with its "Doberhuahua" spot during Super Bowl XLVIII, which showed the risks compromising.
As to why they picked Gervais for the ad, Audi's director of marketing Loren Angelo said that the funnyman has a point of view and he sticks to it. "That's clearly what Audi does. We are provocative. We have an opinion. ... He was a natural alignment for this campaign," Angelo said.
To complement the ad campaign, each of the individuals featured in "Dues" will be profiled in "Uncompromised" digital portraits on Audi's YouTube channel. The A3 ad campaign will be aired more during Turner Sports' coverage of the NCAA college basketball tournament. Audi is also purchasing spots on the spring season finales of TV series like "The Walking Dead."
The German luxury carmaker will also advertise the A3 during the NBA Playoffs and on ESPN. Audi's "uncompromised" ad theme is aimed at two goals. First, is to show customers that they're not compromising when they buy the A3; and to show that the carmaker did not compromise when designing and building the entry level sedan.
“Building off the ‘Stay Uncompromised’ theme that debuted during the Super Bowl, the new campaign for the Audi A3 celebrates fearless individuals who refuse to compromise: whether they’re entertainers, athletes or Audi engineers,” said Loren Angelo, Director of Marketing, Audi of America.