Monday, January 24, 2011
Audi's "Goodnight" Commercial
So many of you have been seeing all the new Super Bowl commercials that have been coming out in the past couple of days. As usual some of them are outstanding, but some leave you in your seat saying to yourself,"I don't get it." After looking through a few of these commercials the one that stood out to me from a visual stand point, as well as the writing, was the commercial for the new Audi A8. The copy and the the style of the commercial is based of the children's story "Goodnight Moon". The copy gives you the message of how luxury has progressed. The spot says "goodnight gluttony,” “expected," "outdated” definitions of “old luxury” and says hello, or good morning with the new Audi parked outside. Now again i think the luxurious feel of the commercial is brilliant and the copy. I loved watching it over to see all the small details of every scene. However, most things are never perfect. The only thing I did not care for with this commercial was the ending. It seemed rather corny and visually unappealing to just show the new Audi in the sunrise. But other than that loved the commercial for its visual components and copy.
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I couldn't agree with you more. The beginning of the spot with the way it was shot and the ending with the unsatisfying sunrise was a bit too different for me. I loved how the flow of the copy was carried through out the entire spot from start to finish. This was indeed a good find and yet another great example of great writing mixed with good execution.
ReplyDeleteI like the initial concept, when the camera was first panning around and I was trying to understand it. I think the visuals are almost there - but you're right, the ending is pretty wonky. The quirky moving parts in the opening are like something out of one of the Enjoy Coke ads. They're small, but really interesting and get you to pay attention to the details.
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