Grant McCracken gets all analytical about the ad:
This ad satisfies the two objectives of all creative. It gives us engaging and strategic.
"Parking" is visually arresting, impressive, amusing, darn near sublime. Tivos will stop for this one. Consumers will rewind. We will see this ad many times over it's lifetime on the air, and chances are it will be a gift that keeps on giving. It's a little like a magic trick. How did they do that?
This ad takes on the competitor very effectively.
[It mocks the Lexus's] ability to park itself. This is a remarkable accomplishment. It cancels the technological lead of a competitor. Lexus has just given its car thet and Lexus is justly proud. Not everyone is going to use this feature, but we are assuming that Lexus is assuming that the consumer is assuming that any car company with engineers capable of this kind of thing must be very good at everything else it does. The self parking ability is a part that stands for, and speaks for, the whole.
Now we are guessing that when Audi turned to its engineers to ask if this could be replicated, they scratched their heads and replied, "We need 18 to 36 months. Don't call us. We'll call you."
Unlike a lot of analysis of visual media, I enjoyed watching the ad more after reading Grant's posting.Posted by Nicholas at November 1, 2007 12:25 PM
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