Audi as a brand has always had the luxury of bringing top-tier celebrities to its events. The organization really began winning in the 1990s by getting four-interlocking-circle keyrings into the hands of opinion leaders. And even though the A3 will be the entry-level model this year, they still want to show it can hang with A-listers.
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 the famous song “We Are the Champions”. 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 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.
“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.”
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).