The Audi That Just Can’t Be Towed

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.

About joshw24
31 year old guy. Into sports, pop culture, advertising, and trivia among other things.

5 Responses to The Audi That Just Can’t Be Towed

  1. Arne Barnard says:

    The Ahab spot wasn’t filmed in JUST Willow Alaska-It was also shot at Mirror Lake and Eureka as well.

    My friend owns the “Pequod” tow truck featured in this spot and it IS currently for sale on Anchorage Craigslist.

  2. Dia says:

    “The Audi That Can’t Be Towed.” I love it. This commercial was ingenious. I agree, everything came together to make it work.

  3. Mary Ann Bushard says:

    The music sounded like it was right out of “Fargo” – and the ad definitely has a Coen Brothers feel to it.

  4. Kathy Krampien says:

    wow you are really out of touch with the message here. Don’t give up your pizza delivery job

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