1984 Audi
Advertising déja vu
Sweet new Audi ad echos 30-year-old Apple classic in tempo and in the structure of an approaching challenger and attack against (literaly smashing) the VO message. Both are pitches to break away from conformity. Check out the mashup here; the audio from the old ad lays nicely with the new video.
In the original Apple ad, the story featured a colorful, lithe challenger to gray Orwellian agitprop and was clearly a plug for a faster, sexier Apple philosophy against Big Blue (Big Brother) and their huge IBM PC market advantage. That dialectic approach worked well then and throughout Apple's multi-year-long "I'm a Mac / I'm a PC" campaign.
The new Audi ad is beautifully shot and also has an anti "evil ideology" message that could just as well be anti Big Brother. Their "presence" metaphor, however, seems confused, or least too abstract. I can't identify a "pro Audi" brand message in the spot. They used to promote "engineering excellence" but I don't get that from a beautiful car knocking over a antique phonograph player.
But it sure is remarkable that the voice-over works interchangeably, from intro segment, drawn-out wind-up, to smash-up and closing.
My Mashup
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1984 Apple
2014 Audi
Non-Conformity
Apple Inc.
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
Wicked Audi of the West
"We like the gramaphone but get rid of the little dog. He's off-brand."
RCA's Nipper hears he is off-brand
