We are almost all awed by advancements in technology, especially just in the past two or three years, with intelligent virtual assistants, self-driving cars, and drones that can deliver packages. But as wonderful as these things are, we can’t be also help feel a bit scared as well. Even some tech luminaries advise to exercise some caution. Of course, technology need not be that frightening nor does it need be complicated, as Audi is trying to say in its two new TV ads for the 2016 Audi A6.
Inspired by Alfred Hitchcock’s now iconic film “Birds”, the commercial titled “Drones” replaces birds with, well, drones. Just like birds, drones are neither good nor evil per se, but can be both enchanting and horrifying. Now imagine an army of package touting drones desperately trying to deliver their payload, even if it means subjecting humans, and themselves, to irreparable harm. Kind of like an Amazon drone scenario gone horribly wrong, doesn’t it.
In contrast, Audi is saying that its Audi A6 is equipped with technology that is unassuming and not intimidating. In fact, the 8-inch MMI (Multi Media Interface) tablet rises from the center stack when you need it, but gets out of the way when you don’t. It has a separate HUD that can display more crucial information, like speed, map, and navigation, all without taking your eyes off the road. The rotary controls might need a bit of getting used to, but Audi is confident that those are just growing pains and nothing under the heading of “horror story”. The MMI is powered by a quad-core NVIDIA chip, unlikely to be the latest Tegra X1, and touts 4G LTE connectivity, which, in turn, can be used to connect up to eight other devices in a mobile hotspot fashion.
Audi also has another TV spot, probably more interesting to the younger crowd, especially those who would like to actually get to drive an Audi A6. In “Teenager”, a daughter dangles the social networking carrot in front of her father in exchange for the car keys. The message is less clear in this one, but Audi spells it out for you in the end. Technology, unlike your social relationship status, need not be complicated.
Audi is really pushing the limits of its marketing machine to let word of the Audi A6 reach almost everywhere. The ads will air on cable, cable sports, and prime hours but “Drones” in particular will air nationwide during primetime programming on networks like CBS, NBC, AMC, ABC and FX.