Audi launched a new advertisement last summer entitled "nice performance" that aims to position the brand as the performance vehicle for considerate people, while BMW as the car for self-entitled jerks.
"The Audi A4. Engineered with a spirit of excellence, thoughtfulness and respect - traits also shared by those that drive one. Sure, it's a German luxury performance sedan, but it's these special qualities that put it in a class of its own," Audi says.
However, in January, in an abrupt change, Audi started running a commercial entitled "swim" that features a school-aged boy breaking the town pool rules, only to be commended by his approving mother. Sure his main crime is doing a cannon ball into the community pool. But, nevertheless, the brand communication is clear - society's rules are meant to be broken. That with Audi, its okay to be a little naughty in order to express yourself.
"When a young rebel considers taking a plunge, he envisions the consequences of challenging everything he’s been told. For over 100 years, Audi has embraced that same challenger spirit. You’ll see it in our cars, our company, and in everything that we do," Audi says
I find the ad funny, but pushing the brand too far from its non-conformist messaging. There is a difference between expressing your individuality and encouraging kids to break society's rules. And more importantly, a far cry from the position as the "nice" guy.
Interestingly, Audi recently started re-running it's 'nice performance' ad.
So is Audi naughty or nice? Either can potentially work, just not both.
