A frame in this ad is very sharp. The car that sent the later man
back to the jail is a Mercedes-Benz! (Btw, the former prison breaker drives
away by himself instead of sitting in the back seat.) Well, That's pretty
aggressive. It seems that Audi is satirizing "the old-rich" and then
defines Mercedes-Benz as a part of old style.
Frist of all, it's ironic enough to use metaphor to say that old-rich
people are prisoners. Though I know little about aristocracy, it's easy to
figure out that these people are involved with luxury things. Besides, then the
process of escaping is also worth thinking -- these two prison breakers reacted
differently when the music arising. The former one is more vigorous, clam, and
prompt, while the later one were eating a cookie and grabbing a hen sculpture
at the beginning.
Audi is trying to define new luxury class. It claims itself as
new-rich that is hard-working, smart, or firm... Audi is not only trying to
gain the agreement from people who define themselves as the new-rich, but
attract people who dream of being the new-rich -- maybe you can start being
new-rich with Audi A8! This ad satisfies some customers' self-identification,
and conveys that to rest part of society. But is there really difference
between "the old-rich" and "the new-rich"? After all, these
prisoners, including that successful prison breaker, are all well-dressed, and
are able to enjoy an expensive car.
In additoin, automobile is always a big deal for a family, so I
still wonder how many people will really be moved. I still wonder how much an automobile
company can achieve in one-minute ad.
(Oh, then I realized that I posted an automobile ad again...)
No comments:
Post a Comment