In a story on Audi's "greater than" advertising theme in some editions of the Oct. 25 issue ("Audi factors math into its advertising message"), you quoted Jonathan Cude of the McKinney & Silver ad agency as saying, "I don't think we want to sell cars to people who don't get this."
He was referring to the mathematical symbol for "greater than," which looks like a wide V turned on its side.
My company proudly includes an Audi dealership, and I am an Audi owner. I'm educated and fully understand the greater than/less than mathematical symbols. And I think this is an absurd and even risky campaign for a couple of reasons.
But more important than any of that is that Jonathan Cude doesn't get it: Audi of America and Audi dealers are quite happy to sell to ANY qualified buyer, whether he or she understands McKinney's campaign or not.
I'd be amazed if I discovered that either McKinney or Audi of America subscribed to Cude's pseudo-sophisticated attitude.