An Emotional Connection Made with Audi Commercial Essay

544 Words 3 Pages
Audi, the maker of elite model cars, designed an advertising campaign for the 2013 Super Bowl that claimed driving an Audi would allow the owner to feel more daring. The advertisement opens up with a high school senior boy wearing a tux, with his mother pinning his boutonniere to his jacket. The boy clearly looks unenthused about going to prom because he does not have a date to the prom, which his mother attempts to sooth him by saying that there are many people who go to the prom without dates. His younger sister antagonizes her older brother about not having a date. As the boy is departing his house, his father throws his son the keys to his Audi S6. The son’s face brightens and he quickly leaves his house. He is driving fast on these …show more content…
Audi, the maker of elite model cars, designed an advertising campaign for the 2013 Super Bowl that claimed driving an Audi would allow the owner to feel more daring. The advertisement opens up with a high school senior boy wearing a tux, with his mother pinning his boutonniere to his jacket. The boy clearly looks unenthused about going to prom because he does not have a date to the prom, which his mother attempts to sooth him by saying that there are many people who go to the prom without dates. His younger sister antagonizes her older brother about not having a date. As the boy is departing his house, his father throws his son the keys to his Audi S6. The son’s face brightens and he quickly leaves his house. He is driving fast on these wide-open roads, at a stoplight he encounters a group of classmates in a limo and then he speeds past them as the light turns green. As he arrives to prom, he parks in the principal’s parking spot and then struts into prom and kisses the prom queen passionately. The boy then proceeds to get punched by the prom king and the next part of the commercial you see the boy leaving prom all (AMPED UP) driving away in his Audi. On the screen you see the Audi logo with the slogan, “Bravery. It’s what defines us”. Audi’s tactics for this advertisement is not to convince someone to buy an Audi, but rather to elicit a sense of commonplace by creating a relatable situation. In this case, Audi is recreating a time period where one would feel really insecure