News Feed Item

Audi Debuts New Campaign for the All-New Audi A3 Featuring Ricky Gervais, David Chang and Other Trailblazers

HERNDON, VA -- (Marketwired) -- 03/17/14 --

  • Campaign kicks off with a 60-second television commercial called "Dues"
  • TV spots feature the "Stay Uncompromised" A3 theme unveiled during Super Bowl
  • 2015 Audi A3 hits U.S. showrooms in April

Audi today debuts a new advertising campaign for the all-new 2015 Audi A3 sedan. The campaign kicks off with a 60-second television commercial called "Dues" starring comedian Ricky Gervais, celebrity chef David Chang, internationally-acclaimed photojournalist Lynsey Addario, comedian Kristen Schaal, gold medal winning boxer Claressa Shields, street artists Cyrcle, and inner city church choir Voices of Destiny.

"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.

The cinematic spot "Dues" features each character reciting lines from "We Are the Champions" by Queen. As it builds to the chorus, the spot becomes a rallying cry for the "uncompromised" nature of these trailblazers who refuse to cut corners and never settle -- the inspiration behind the Audi A3. As a complement to the campaign, each "Dues" character is profiled in an online video series called "Uncompromised Portraits" on Audi's YouTube channel. "Dues" will run throughout the NCAA March Madness tournament.

The campaign also features two 30-second TV spots that highlight technology prominent within the new A3. The Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The A3 marks the first time that an A-segment vehicle will offer MMI® technology, Audi drive select, 4G LTE connectivity and Bang & Olufsen® audio.

The comical 30-second spot "Names" features Ricky Gervais in the Audi A3 with a child in the backseat reading aloud Twitter updates. The spot highlights the 4G LTE connectivity in the vehicle, which turns the A3 into a WiFi hotspot. Another 30-second spot called "Touch" features celebrity chef and Momofuku Restaurant Group founder David Chang as he uses the leading-edge MMI® touchpad with handwriting technology to quickly find a contact and make a phone call. In the Audi A3, the innovative touchpad is incorporated directly into the rotary MMI control wheel for an intuitive and simple user experience.

Two additional 15-second spots will highlight the brand's dominance with quattro® all-wheel drive technology called "Hugs Corners," and "Signature," that emphasizes the beauty and intuitiveness of MMI Touch.

"The launch of the all-new Audi A3 is a pivotal moment for the brand in the U.S. market," added Angelo. "An entry-level sedan, the A3 doesn't sacrifice design, technology or performance. The uncompromised nature of the A3 targets first time luxury buyers and allows Audi to go after new audiences."

High profile media will run across traditional television as well as full episode players throughout the NCAA March Madness tournament, with one 30-second unit in every game on national channels CBS, TNT, TBS, and truTV. The spots will also run on national cable networks including FX, ESPN, ABC Family, TBS, AMC, USA Network, HGTV and TNT. OOH placements will include high-traffic areas including the Lincoln Tunnel. A social campaign targeting A3 audiences and influencers will launch in April.

In addition to TV, the campaign features efforts geared towards a younger generation of first time luxury buyers, with elements developed to reach second screen viewing habits through interactive social TV and digital/mobile strategies. For dealers, a full marketing toolbox will include out-of-home, print, radio, digital banners, social media and web assets, dealership projection lighting, point of sale banners and CRM email templates.

The all-new Audi A3 lineup begins with the A3 sedan, which goes on sale in the spring of 2014. The A3 sedan plays a pivotal role in the soon to be expanding Audi A3 family and will be priced from a base MSRP of $29,900. It will be joined later in the fall of 2014 by the Audi A3 Cabriolet, A3 TDI clean diesel sedan, the high-performance S3 sedan and in early 2015, the A3 Sportback e-tron® gasoline electric plug-in hybrid (PHEV).

The commercials were created by San Francisco-based Venables Bell & Partners.


Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. Audi was a top-performing luxury brand in Europe during 2012, and broke all-time company sales records in the U.S. Through 2016, AUDI AG will invest about $17 billion on new products, facilities and technologies. Visit www.audiusa.com or www.audiusanews.com for more information regarding Audi vehicles and business topics.

Where stated, fuel economy and emissions data are EPA estimates. Mileage and emissions will vary and depends on several factors including driving habits and vehicle condition.

Add to Digg Bookmark with del.icio.us Add to Newsvine

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
"We started a Master of Science in business analytics - that's the hot topic. We serve the business community around San Francisco so we educate the working professionals and this is where they all want to be," explained Judy Lee, Associate Professor and Department Chair at Golden Gate University, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
DXWorldEXPO LLC announced today that Kevin Jackson joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Kevin L. Jackson is a globally recognized cloud computing expert and Founder/Author of the award winning "Cloud Musings" blog. Mr. Jackson has also been recognized as a "Top 100 Cybersecurity Influencer and Brand" by Onalytica (2015), a Huffington Post "Top 100 Cloud Computing Experts on Twitter" (2013) and a "Top 50 C...
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Daniel Jones is CTO of EngineerBetter, helping enterprises deliver value faster. Previously he was an IT consultant, indie video games developer, head of web development in the finance sector, and an award-winning martial artist. Continuous Delivery makes it possible to exploit findings of cognitive psychology and neuroscience to increase the productivity and happiness of our teams.
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory? In her Day 2 Keynote at @DevOpsSummit at 21st Cloud Expo, Aruna Ravichandran, VP, DevOps Solutions Marketing, CA Technologies, was jo...
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...
Evan Kirstel is an internationally recognized thought leader and social media influencer in IoT (#1 in 2017), Cloud, Data Security (2016), Health Tech (#9 in 2017), Digital Health (#6 in 2016), B2B Marketing (#5 in 2015), AI, Smart Home, Digital (2017), IIoT (#1 in 2017) and Telecom/Wireless/5G. His connections are a "Who's Who" in these technologies, He is in the top 10 most mentioned/re-tweeted by CMOs and CIOs (2016) and have been recently named 5th most influential B2B marketeer in the US. H...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.