I hate being sold anything. I like buying things, but I hate being sold things. That’s why I like the following two ads from Audi. Rather than telling me (and everyone else) what we should buy, Audi is telling us a story. They’re not beating us over the head with reasons their car is better than others or giving us other reasons to buy an Audi. Instead, they’re speaking to our emotions, telling us a compelling story about people we don’t know, but who we start caring about almost as soon as the story begins.
Stories are powerful. They express truths that can’t be conveyed with more direct language or sales techniques. They speak to our hearts, something that sales talk or logic can’t do. They give us reason to buy, even when our defenses are up making sure we aren’t being sold anything.
This first video ran during the Super Bowl a few years ago. The car Audi would like to sell us is at the center of the video, but not the center of the story. In order to make us care, stories almost always have to be about people (or animals). Audi is selling cars, but they’re telling stories about people.
In this commercial for the Audi RS6 Avant, they go a step further. They’re selling a car, and the story is about a young man growing into an adult. But Audi goes the extra step by making us care about a station wagon. I just read an article indicating that station wagons are a dying breed, but after I watched this extended commercial, I started thinking that maybe I need a station wagon. That’s quite a feat because I do not like station wagons. So, if the commercial affected me this way, it’s having the same effect on others.
Well done, Audi. Keep the stories coming.