Audi Picks Up A Hitchhiker In This Spot From Bulgaria

Here’s an interesting Audi ad, all the way from Bulgaria. We see a man traipsing through a wilds of Central Balkan National Park. He takes selfies, crosses streams, camps, and in general looks to be having a grand time. But then he gets caught in a winter storm. His cell phone dies, and suddenly everything is not coming up Milhouse. After a freezing night, he accidentally smashes his thumb trying to build a fire. His thumb looks like gangrene might be setting in…uh-oh. He’s lifting his thumb up, and then seemingly out of nowhere, an Audi appears. Turns out that the Audi driver thinks the poor guy is a hitchhiker, just like the other unfortunate adventurers in the backseat. Because with Audi quattro, all conditions are perfect conditions. It’s a witty and memorable commercial, created by Saatchi Bulgaria.


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.

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