January 16, 2012 3 Comments
This is a great commercial. The cinematography is exceptional, copy is well-written, acting is solid, and I love the folksy music playing. Some more info from a helpful YouTube comment: it was shot over 2 days in Willow, Alaska and the frustrated tow truck driver is played by Dave Florek, who was also the crusty Coach Smiley on The Fresh Prince of Bel-Air (!!!) The ad is called “Ahab” and it’s an allusion to Herman Melville’s classic Moby Dick. I’ll be honest…the first few times I saw it, I didn’t even realize the Moby Dick connection. I’ve heard Moby Dick is actually very boring. I’m thinking the literary connection will be lost on a lot of people. It seems like Audi is trying to market to fans of programs like Ice Road Truckers and Deadliest Catch. I find this a little odd since Audi has a very strong reputation as a yuppy brand, and these types of shows attract a decidedly non-yuppy audience. But Audi can try. Regardless, it’s an excellent Audi quattro advertisement, and one we might be seeing at the Clio Awards.
“Ahab” is the centerpiece of a larger campaign. Here’s some of the shorter spots.