Luxury car commercials are often seen as stuffy and pompous. The one below by Audi is no exception, giving the feel of someone who has plenty of everything without the same cares that “normal” people have. It’s the attitude that has been proven to work in this segment; people who are the best candidates to buy luxury cars either relate to the message in the commercial or want to be able to relate to it.
Cars represent our lifestyles, which is why this type of messaging still works. The Audi video from a few years ago resonated with the pomp, but added a clever little twist that made it stand out above others. We like to explore ads from time to time, so this is one that is a perfect example of one that wins nicely.