SOURCE: Audi of America

Audi of America

May 13, 2013 09:00 ET

Audi Celebrates 'Truth in Engineering' With New Creative Campaign Debuting This Week

HERNDON, VA--(Marketwired - May 13, 2013) -

  • New advertising and marketing campaign celebrates the spirit of bravery and individualism that defines Audi
  • 60-Second Spot 'It Couldn't Be Done' premieres on primetime television tonight
  • Four 15-second television spots also debut beginning today

Audi of America today debuts a new advertising and marketing campaign that celebrates the heritage and spirit of the century-old brand and brings to life the Audi tagline "Truth in Engineering."

The tagline Truth in Engineering alludes to the Audi's rich heritage of motorsport and innovation -- how Audi has pushed the boundaries of rally racing with the invention of quattro® all-wheel drive, has led aluminum frame engineering with the invention of the Audi Space Frame and has always pushed against the status quo to deliver leading innovation in every vehicle it engineers.

The campaign begins with a new 60-second television spot titled, "It Couldn't Be Done," which begins airing tonight on select primetime and cable networks nationwide. "It Couldn't Be Done" takes viewers on a journey through the history of Audi -- from its founder August Horch through the iconic automobile consumers know today. The spot champions the spirit of innovation and individualism, values that today still inspire the Audi brand.

The spot features a narration of the children's poem "It Couldn't Be Done" by Edgar Albert Guest. Like the poem, the ad conveys a message of triumph, showcasing key moments in Audi history where the brand has pushed boundaries and revolutionized the automotive industry.

"Our new campaign further defines Audi's tagline 'Truth in Engineering' in a dramatic, memorable way," said Loren Angelo, Director of Marketing, Audi of America. "The campaign brings to life Audi's stories of bravery, such as pioneering quattro AWD technology over 30 years ago, choosing aluminum over the industry standard of steel in our frame development, leading LED lighting innovation, and being the first to race and win the 24 Hours of Le Mans with a TDI clean diesel engine. It's an homage to the spirit of innovation that has made Audi the award-winning brand it is today."

The new campaign also features four 15-second TV spots -- "Why," "Elements," "LED" and "Beauty" -- that showcase Audi's progressive performance, technology and design. The spots embody the Audi spirit of never settling, pushing against the status quo and defying industry standards.

The TV spots were created by San Francisco-based Venables Bell & Partners.

Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. Audi was a top-performing luxury brand in Europe during 2012, and broke all-time company sales records in the U.S. Through 2016, AUDI AG will invest about $17 billion on new products, facilities and technologies. Visit or for more information regarding Audi vehicles and business topics.