Commentary

Why Did Audi Pick Ricky Gervais To Drive Interest In A3?

If you were wondering why Audi enlisted Ricky Gervais to promote it new A3 sedan, then, well, you’re in good company. Benny Lawrence, Manager of Media and Brand Innovation at Audi of America, herself isn’t “privy to the exact reasons why” the luxury car brand chose the controversial comedian to launch the budget (by Audi’s standards) vehicle. Still, Lawrence suggested that Gervais had the “right tone and spirit to bring the campaign to life.” Also, “he has a point of view,” and “brought some excitement to the launch.” The A3 campaign, which also featured U.S. boxing champ Claressa Shields and salty chef and restaurateur David Chang, among other personalities, was also intended to drive their fans -- and fans of the car -- online to learn more about their particular viewpoints on various topics. “The closer [consumers] get, hopefully the more favorable [they] feel about the [Audi] brand,” Lawrence said. “And, you remember it.”

1 comment about "Why Did Audi Pick Ricky Gervais To Drive Interest In A3?".
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  1. Larry steven Londre from Londre Marketing Consultants, LLC and USC, October 1, 2014 at 9:44 a.m.

    Generating awareness doesn't always increase Interest>Desire > or Action. It seems odd that the "Manager of Media and Brand Innovation at Audi of America, herself isn’t “privy to the exact reasons why." "Exact" reason is maybe the "out." Or is it that the research came back negative or more negative. Audiences may not like Ricky.

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