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Audi's Ahab Seeks Elusive White Nemesis

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On: Tue, Jan 17, 2012 at 1:05PM | By: Chris Salamone

Audi's Ahab Seeks Elusive White Nemesis

Just recently Audi released a new ad campaign during the National Football League’s division playoffs. Although originally a 60 second clip, a 30 second version will air nationally. For those of us unwilling to accept a watered down version, the original commercial – in all its glory – is shown below. And ‘tis glorious. Audi’s ‘Ahab’ campaign pays homage to Herman Melville’s epic tale of a devout (aka crazy) sea captain and his precious white whale.

But in the world of Ahab, our winter wonderland tow truck driver, only one white nemesis can lay claim to the man’s fractured mind – coming from the very same manufacturer that offers all-wheel drive in every single model, overcomes 37.5 degree inclines, and shreds enough fresh snow to leave tow trucks lonely for years to come.

Look! Just there, an elusive Quattro beast looms on the horizon. Missed it? Such a pity, perhaps next time.

Considering Audi’s emphasis on NFL sporting, we can probably expect another Ahab spot to appear during the Super Bowl. In addition, the campaign calls for Quattro to rear its beauteous head on banners across the internet, a “30+ Years of Quattro” Facebook app and even an intriguing playlist on YouTube.

“Audi Quattro has been a part of the brand’s DNA for over 30 years and is core to the performance and design of Audi vehicles,” said Scott Keogh, Chief Marketing Officer, Audi of America. “With this new campaign, Audi aims to celebrate its pioneer technology and continual commitment to its development, while increasing Audi’s brand image and awareness, particularly of our all-wheel drive experience.”

Fortunately for Audi, few literary references are capable of capturing the attention of NFL fans like Moby Dick. Not unlike football, we’re talking about a man’s obsession with the hunt, a rite of passage born from hate, sacrifice, and a dying breath.

In the same competitive, soul-searching way, Audi’s Ahab campaign signifies an outstanding tribute to the company’s all-wheel drive heritage while showcasing just how capable a Quattro can be. When Audi introduced Quattro tech to the World Rally Championship in 1981, it won so often and so well that Quattro was later deemed an “unfair advantage” – only to be banned from road racing altogether. The Ahab spot manages to tap Quattro’s deep font of inexplicable grandeur and entertain at the same time.

Sure, it’s wacky. And some folks might think Ahab’s a bit crazy. But when you’ve seen the things he’s seen…it can change a man.



Sami18 | 10:16AM (Wed, Jan 18, 2012)

I really like the video its funny.


Stephy21 | 10:41AM (Wed, Jan 18, 2012)

This video is hilarious, its been a while since i have actually seen a Audi commercial. I think they did a good job.

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