Audi Calls America Out for Rugged Roadways!

In its advertising campaign for the upcoming 2012 Audi A6 sedan, the brand seems to be showing America its roads in a new light…as perhaps a memoir of the once-great American highway system. Are America’s highways deteriorating along with the economy? The A6 is loaded with cool car features, which is the secondary message the ads convey.

View the ad above to get a feel for the direction the brand has taken with the campaign, it creatively blends the truth with a solution to the roadways– increased and improved safety features in vehicles

The creative ad campaign reveals an in-depth look at just how lousy and dangerous American roadways have become, featuring the message “Making the road a more intelligent place”. The campaign covers not just the infrastructure itself, but also the plethora of distracted drivers sharing the highways today wielding gadgets and devices.

2012 Audi A6 Sedan

2012 Audi A6 Sedan

In one of the ads the TV creative shows uneven roads besieged with acne-like potholes.  In another there is a man fascinated with a newspaper while driving and a woman texting. Up next is a truck dispersing a load of tires onto the highway with shots of skid marks and retaining walls, unfinished overpasses and roadside litter. The overall picture is daunting! Cue the voiceover, which says:

"The road is not exactly a place of intelligence. Across the nation, over 100,000 miles of roads and bridges are in disrepair. Add to that countless distractions every mile. Half a million cubic yards of debris, and the 38 million drivers who couldn’t pass the driver’s exam today." Enter a man in an Audi A6 utilizing the MMI touchpad that recognizes handwriting (in multiple languages, which is impressive) to navigate past a traffic jam and onto the smoother roads typically depicted in auto ads.

2012 Audi A6 Sedan

2012 Audi A6 Sedan hits the beach

Audi’s effort is clearly to communicate the A6’s capacity to overcome obstacles and provide ultimate driver safety on today’s roads. What do you think of Audi’s ad campaign and the current condition of America’s roadways? Comment below!

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