Flying Without Wings
Olympia Lambert
Successful marketing is not about meeting your client's goals, but exceeding them.
It's not often a car commercial really moves me... or for that matter, ever.
Needless to say, touché, Audi, because you've just upped your game.
The only thing missing in the brand new Audi Q3 commercial is Evangeline Lilly actually cast in the middle seat. Instead a doppelganger stars in a vignette reminiscent of her LOST voyage, handcuffed to her own air marshalls. But major props must go out to the brand here for taking a chance on showing women car buyers in a different light.
We don't all need to see a rearview mirror reflection of a kid in a car seat behind us covered in spaghetti, demonstrate how the auto braking system can save us just in time because we were too busy not paying attention while applying mascara, or partying with a group of girlfriends bopping along to the radio for a "girls' night out."
Nope, most of us are not advertising stereotypes, and wish to finally see brands discover a way to "get off the island."
Some of us just want to escape, go hella fast, feel the power and torque of a performance vehicle beneath us, and be in control - a female version of Lewis Hamilton going HAM - both behind the wheel, and far beyond.
Thank you, Audi, for recognizing we don't need wings to fly, just the recognition we're out here.