Three Reasons Audi's Super Bowl Ad is Upsetting and not Funny
The commercial is one minute long and the 2015 Audi A3 only appears from the 45th second for only 15 seconds, giving the viewer less time to make the connection between the so-called Doberhuahua, a crossbreed of a Doberman Pinscher and a Chihuahua. But the message is that compromising is a bad idea.
Compromising is a bad idea when you compromise your values and good principles. Yet, in this case it's between the two people.
We get the idea Audi, but what is the opposite of compromising if that's a bad idea? What message and value are you projecting to millions of young people who will watch this ad? Here are four examples for you.
According to Thesaurus.com the antonyms of compromise are
Is this what is meant in your ad when it reads at the end "luxury without compromise?" If you think this is funny, perhaps your marketers should also think why the divorce rate in this country is so high. May the media's irresponsible projection of such messages contribute to it and everyone laughs and moves on? But a new generation grows learning that compromising is not a good idea, so a car company sells few extra units.
It appears that it's not only me upset about your "values." Pet owners aren't happy either.
"Congrats Audi! You just managed to piss off every purebred responsible dog breeder with this dumbassed idea of a commercial," commented Linda Bell under Audi's Facebook page.
Speaking of breeding.
"I am an Audi enthusiast and regular participant in several Audi Club events every year; one of my other passions is volunteering for the Alaskan Malamute Rescue of New England. I have really enjoyed quite a few of past Audi commercials and often shared them with my friends and family. However, I believe this one really misses the mark. The surprise ending with Animal Rescue is much too subtle, and there is too little focus on the A3 itself. Only self-described "dog people" such as myself will understand the dig at "designer breeds", as the general public will likely attribute the mixed breed problems to breeders in general. Time to nip this in the bud and find a better commercial to air during the Super Bowl. This is not the type of controversy Audi should want to be involved with." writes Jeff Kirchhoff in the same please.
Autoblog didn't find it funny either. "We get the message Audi is going for - compromise is bad - but delivering it via a slobbery, mutant dog strikes us as trying a bit too hard to be funny," Autoblog writes.
Besides. Can your marketers explain, what is funny about scaring children? It seems like the "scary" parts are enjoyed because on your website you titled the release "Audi releases scary teaser for this years Super Bowl ad." Well, congrats, you upset me for the third time in a one-minute long ad. How can you explain to parents and reasonable people that scaring children in an ad is a justifiable way to try to make something funny and marketable? For me, it didn't succeed. As far as I can see it didn't succeed for many as well, judging from the comments in your Facebook page.
You still have one week and can change the message if you give it a second thought. You have a great car and it deserves a better message projection.