It goes without saying that the Olympic viewing experience has been stunning. In every way. From the opening ceremonies to the amazing events. (Thanks Phelps.) And yes, even some of the commercials.
In particular, this little Audi commercial that I have now seen one too many times.
Now I'm not entirely an expert on this field but at the same time, I think I am more than most. I have written and produced several luxury car commercials in my career.
But not one as good as the ad entitled, Progress is Beautiful.
Why it's good.
Technically it's amazing. The cg/special effects are flawless. blah blah blah.
Why it's really good.
The story is the same old story that every single luxury car ad for the last twenty years has been trying to tell. It's more modern. It's more cool. It's more hip. It's the next best thing. It's evolved. It's what the early adopters want to drive. They use Apples. It's progressive...
I could go on. I have heard every single one of these written on a creative brief. However, this ad told this age old story in a wonderfully unique way. To me it says, everything that was once considered luxury, is no longer. I mean, even the dog has progressed.
But what truly made this ad great, and not just good like all of the ads I've written, is the ending. We see a beautifully shot Mercedes. (I thought it was a Mercedes ad at first.) But then the Mercedes turns into the new Audi A4. It's the final transition from the old cool to the new cool.
I have to say, I've never been a fan of putting down another car in an ad, but this was not putting it down. It was simply and subtly stating the fact that Mercedes represents the luxury of yesterday. And well, I guess, Audi is the luxury of today.
That's why I drive one.
Oh, and did you see that the trash cans at the end turned into recycle bins? Because Mercedes drivers don't recycle. Right?
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About the reviewer
Graham Simon (Graham)
Aug 13, 2008
Aug 24, 2009 05:18 PM UTC
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