New Audi A3, Designed without compromise: Doberhuahua
Audi of America’s 60-second Big Game spot version Doberhuahua is now live on Youtube. The ad features an all-new Audi A3, and highlights an unsightly outcome of when people compromise, and how things go terribly wrong. The spot airs on February 2 during 1st in-game break after the 3rd quarter kickoff. San Francisco-based Venables Bell & Partners created the spot.
“Unlike other entry-level luxury sedans, the Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The Audi A3 doesn’t compromise on luxury, design or performance,” said Loren Angelo, Director of Marketing for Audi of America. “Through the use of this unlikely new character – the Doberhuahua – Audi illustrates how compromise can be frightening in a humorous, memorable way.”
Noam Murro directed “Doberhuahua”, follows a young couple in their hunt for the perfect dog between a Chihuahua and a Doberman Pinscher. The pet store owner suggests a comprise and a new mix breed. The result is a Doberhuahua, with a disproportionately large head that quickly takes over the city, wreaking havoc and leaving chaos in its wake. “Compromise scares us too,” says Audi at the end. The hashtag used is #StayUncompromised.
AUDI RELEASES BIG GAME SPOT “DOBERHUAHUA” ON YOUTUBE
The all-new Audi A3 lineup begins with the A3 sedan, which goes on sale in the spring of 2014. The A3 sedan plays a pivotal role in the soon to be expanding Audi A3 family and will be priced from a base MSRP of $29,900. It will be joined later in the fall of 2014 by the Audi A3 Cabriolet, A3 TDI clean diesel sedan, the high-performance S3 sedan and in early 2015, the A3 Sportback e-tron® gasoline electric plug-in hybrid (PHEV). The Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The A3 marks the first time that an A-segment vehicle will offer MMI® technology, Audi drive select, 4G LTE connectivity and Bang & Olufsen® audio.
Audi year-after-year has delivered highly-rated and innovative big game campaigns. Last year, Audi posted its game day spot, “Prom,” to its You Tube page along with three alternate endings prior to the game and allowed viewers to choose how they wanted the ad to end. In 2012, Audi’s entertaining spot “Vampire Party” showcased the power of progressive engineering with the brand’s signature LED headlight technology. In 2011, Audi’s “Release the Hounds,” featuring the Audi A8 and a cameo by Kenny G, redefined luxury and became the first game day spot in history to use a Twitter hashtag.