2015 Audi Q3 Commercial: Scripted Life

These next couple of videos are one small part of the #OffScript marketing campaign, which will target you middle-class buyers across a variety of media outlets. Their idea is that crossovers have all followed the same script for years, while the Q3 is the car that breaks the mold. The first TV airing took place during the 66th Emmy Awards, which Audi sponsored.

We look forward to honoring Hollywood’s brightest stars and introducing the all-new Audi Q3, demonstrating the brand’s devotion to style, technology and performance on television’s biggest night," said Loren Angelo, Director of Marketing for Audi of America.

Said to combine "coupe-like design with the utility of an SUV", has actually been on sale in Europe for many years and is based on the old A3 compact hatch. Just like BMW did with the X1, it took US dealers quite some time to figure out that compact premium cars will sell well.

Poised to hit dealerships in coming weeks, all Q3 models come as standard with a 200 horsepower 2-liter TFSI engine and a six-speed Tiptronic transmission. However, quattro isn't standard and adding that raises the cost of this model to $34,600. The most expensive Q3 in the range will be the Prestige model, costing $38,500 when equipped with quattro. This comes with 14-speaker Bose surround sound audio system and the MMI Navigation Plus with Audi connect infotainment system.

The irony of the Q3's US debut is that while Audi claims it's an original, two similar models from Mercedes-Benz and Lexus are coming out at about the same time. We're talking about the GLA-Class and the NX, both of which are going to be available with 2-liter turbo engines and a host of premium features.