After the billboard chess game that Audi A4 lost in favor of BMW's M3, Audi continues to advertise aggressively against other major player from the auto industry.
This time they've targeted the luxury-compact-SUV category leader, with over 70% of the market, the Lexus RX. It seems the efforts are paying off since many Q5 purchases are made by RX drivers as Audi of America President Johan de Nysschen said today in a speech to the Automotive Press Association quoted by Advertising Age.
In the first TV spot, entitled "Identity Theft Nightmare", a woman tries to find her SUV in an underground parking lot. From all the identical RX models she desperately tries to open several, but neither one was hers. It's when she realizes there is no hope for her to identify her car, a Q5 makes its unmistakable way through the exit.
The second spot, "Identity Theft at School", has a similar statement to make. At the end of classes, from all the kids that try to find which one of the RX parked in front of the school is their ride home, only one knows for sure which on is his: the one whose father is driving a Q5.
We don't know if this is the most ethical way to act in a competitive market, but let's face it: this kind of attitude has the biggest impact over the viewers and why not, over the buyers as well. We have to admit that no matter if winning or losing battles in advertising, Audi sure knows how to make its brand grow stronger.
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