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Audi Premiers ‘Intelligence is the New Rock and Roll’ Campaign for 2017 A4


Audi’s marketing blitz for the all-new A4 is set to begin today here in America, complete with both 30 and 60 minute spots which we have made available below.  For their new car, Audi is doubling down on the technological innovations that have become synonymous with the brand over its history, declaring that “Intelligence is the New Rock and Roll.”  At it’s core, this assertion references what some have said about Silicon Valley’s finest- that they’re this generation’s rock star, appealing to the masses through innovation and near overnight success.

Both the 30 second (above) and 60 second (below) spots rely on Iggy Pop and the Stooges’ 1973 classic “Search and Destroy” to set the tone, a move which works surprisingly well centering around the lyric “look out honey, ’cause I’m using technology.”  Considering that the new A4’s got quite a bit more computing power than what we used to land on the Moon, we’d say it’s a safe assertion.

Read the full press release below, and look our for the new Audi A4 to hit dealers later this month.

HERNDON, Virginia — Today, Audi debuts a new advertising and marketing campaign for the powerful 2017 Audi A4. Featuring the theme “intelligence is the new rock and roll,” viewers and fans are invited to meet a new breed of rock star. Smarter, sleeker and more advanced, the all-new Audi A4 sets industry benchmarks for automotive innovation.

The campaign kicks off with a 60-second television commercial called “Rock and Roll.” which celebrates the arrival of the A4 as a symbol of a new era where smarter means better, brainier means sexier and knowledge trumps all. The spot illustrates how intelligence is the new rock and roll, with tech developers drawing crowds, CEOs trading suits for sneakers, and scientists growing loyal fan bases.

“Technology is immersed in every aspect of culture and life today, and its impact is undeniable. The creative campaign for the Audi A4 embodies this movement,” said Loren Angelo, Director of Marketing, Audi of America. “The all-new A4 is one of the most intelligent cars on the road, with leading performance, technology and efficiency.”

The campaign also includes two 30-second commercials that highlight the industry-leading innovations prominent in the new A4. “Pilotless” showcases the new piloted driving features in the A4 – adaptive cruise control with stop & go and traffic jam assist. The semi-autonomous driving feature automatically maintains distance from the vehicle in front, including braking and accelerating, between 0-37 mph. “Touch” shows how, every day, technology is getting smarter and more powerful with Audi A4 at the forefront.

Three 15-second spots will highlight the speed, connectivity and technology of the A4. “Intelligent Statement” features the revolutionary Audi virtual cockpit, a fully digital instrument cluster; “Faster” showcases the newly designed infotainment system with standard Audi smartphone integration, which supports Apple CarPlay™ and Google™ Android Auto; and “Horsepower” highlights the powerful new 2.0-liter TFSI® engine.

The commercials were created by San Francisco-based Venables Bell & Partners.

High-profile media will run on national cable, cable prime and sports TV, and throughout the NCAA March Madness men’s basketball tournament. The spots will run on national cable networks including Discovery, ESPN, USA, FX, HGTV and AMC. Other elements include billboards in high-traffic areas, national print, high-impact roadblocks on prominent digital properties and a full dealer marketing kit.

The 2017 Audi A4 boasts the new generation of the seven-speed S tronic® dual-clutch transmission for both the front-wheel drive and quattro all-wheel drive vehicles, allowing for a sportier driving experience and more comfortable ride for long distances. The A4 is equipped with significant powertrain improvements including an evolved 2.0-liter TFSI® engine that is lighter, more powerful and efficient than its predecessor, delivering a class-leading 252 hp and 273 lb-ft of torque.

The refined interior of the A4 includes greater attention to detail through functional refinements and benchmark technologies, such as available Audi connect® with 4G LTE (where available); available Bang & Olufsen® 3D Advanced Sound System with 19 speakers; and for the first time, a full-color head-up display, bringing relevant driving information front and center for the driver. The new generation A4 boasts an expanded list of standard equipment, including keyless start/stop, rearview camera, Audi smartphone interface, LED interior lighting, digital 3-zone automatic climate control, sunroof, leather interior and Audi pre sense city.

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