Audi-bly Ignorant

Auto maker Audi ran a television spot a few months ago that brought appreciation and laughs including my own.  Have a quick look: Audi Goodnight Ad.

Based on the Goodnight Moon children's book, this ad poked fun of the artificial and stuffy factors that the buying public has been made to believe come with buying a traditional luxury car.  In other words, Audi wanted you to step away from stereotypes and think on your own about why something is deemed great.

What a difference a few months can make.

Audi is now running an advertising campaign lately titled "The Best".   Here's an example ad that is getting a LOT of airplay during the baseball championship series:

True Greatness Should Never Go Unrecognized

The Scotman officially is declaring this second ad as a dislike.  This ad promotes pretentiousness.   Why can't someone like art by Vermeer just because they like the color yellow?  Why must someone know all the intricate details about something in order to "prove" their affinity or appreciation?  Since when is it not good enough to simply appreciate a car for being a car or the way it looks instead of the way it drives?   Don't get me wrong, Audi makes a fine product.  My beef is with the way the agency chose to marginalize those that step back and appreciate things for simple rather than complex or heavily researched reasons.  

The ad, just screams the stereotype of a snooty buyer obsessed with outdoing the neighbor in things they decide to buy or have in their lives.   Everyone's got their own passions, and some may really enjoy researching every last detail to determine that the Audi, on paper and to them, is true greatness.  Sure the folks that learn more about the car may appreciate it for more reasons, but then so does the guy on the production line.   Don't look down at those that choose the same car (or anything) for entirely their own (and likely different) reasons.  

Perhaps I'm a rare consumer, but I prefer the seller to let me figure out why I like their service or product. Be it a  car, art, or even some wine...if my reasons for buying a bottle aren't good enough for the seller, well then, I surely will find another cellar.