Audi of America, aiming for an aggressive sales increase, is putting an $8 million newspaper, TV and Internet campaign behind its top seller.
Audi is counting on the A4 to help it hit 95,000 sales this year, up almost 10,000 units from 2002.
McKinney & Silver in Raleigh, N.C., created a pair of 30-second spots that broke the week of Jan. 20 on national cable networks, including CNN, ESPN, CNBC, Bravo, A&E and Fox News Channel.
The spots will run on cable for a month and on local spot TV for four months.
One compares an A4 driver to a neighbor who owns a competitive German car. Both men leave their houses at the same time. But the rival car owner is seen preening in his rearview mirror, allowing the A4 owner to leave his driveway sooner because he merely adjusts the mirror to check rear visibility.
David Baldwin, executive creative director of McKinney, said, "We wanted to show our cars and the mind-set of our owners and attract that kind of person," whom Audi describes as intelligent and innovative.
National Ad Manager Mary Ann Wilson said Audi wants to bolster its bread-and-butter car. "Sometimes we tend to move from model to model" in advertising at Audi, she said.
Of the 85,726 cars Audi sold in the United States last year, 44,319 were A4s.