Audi Using Ads To Dispel Diesel Myths

Audi chose to reinforce diesel’s reputation with the general public through a new ad campaign introducing the all-new 2014 TDI clean diesel model lineup.

A 60 seconds television spot “The Station” (shown at the end of this post), and two new 15 seconds spots, “Future” and “Range,” debuted September 5 on television and online, showing drivers the benefits of clean diesel technology including increased performance and range, and cleaner emissions.

Audi does so as for the 2014 model year Audi is expanding its lineup with the all-new A6, A7 and Q5 TDI, along with the newly-introduced A8 L TDI and highly successful Q7 TDI.

“Since the introduction of TDI in 2009, Audi has been at the forefront of clean diesel with an increased commitment to providing drivers with more options,” said Loren Angelo, Director of Marketing for Audi of America. “As a demand for clean diesel is on the rise in the U.S., drivers do not have to compromise performance or design in order to achieve higher fuel consumption and increased range with our new 2014 TDI models.”

Audi described the three new video ads as follow:

In “The Station”, a woman at a fueling station reaches for the diesel pump to fill up her Audi A6. In a dramatic fashion, unsuspecting onlookers race towards her and they can’t imagine the luxury vehicle is in fact a diesel. The spot ends with the tagline “It’s time to rethink diesel – join the club.”

“The Station” will appear on primetime network and cable fall programming including Agents of S.H.I.E.L.D, Modern Family, The Big Bang Theory, Hostages, Sons of Anarchy and NBC NFL Sunday Night Football.

Range” demonstrates the potential to drive from New York to Chicago on a single tank of gas, covering a range of approximately 790 miles.

In “Future” viewers see the potential for clean diesel as today’s leading alternative fuel solution and an intelligent choice for those on the leading-edge. Audi TDI provides drivers with 30 percent better fuel economy and range without compromises on performance and design.

In addition to the three new television spots, Audi said it will dispel the most common myths of diesel – gas station availability, the smell and perception associated with an older generation of diesel vehicles, weak performance – in a series of four online video shorts that will roll out over the next two months on the Audi YouTube channel.

Audi also said the spots will also appear on The Washington Post and Slate.com in a custom user-generated content hub through Oct. 31. In addition to standard and high-impact ads, the content hub features custom videos, articles and infographics, along with relevant social conversations.

Since 2009, more than 26,000 Audi TDI vehicles have been sold in the U.S., delivering per Audi an average of 30 percent better fuel economy and range than their gasoline counterparts. For 2014, Audi said it has made a dramatic expansion of TDI technology in the U.S., with five 2014 models available including the A6, A7, A8 L, Q5, and Q7.