On how research nearly killed the great Audi slogan (confident brand heritage)

💎 On how research nearly killed the great Audi slogan (confident brand heritage)

This was the case with our early work for Audi, and even by 1983 we were still struggling to establish the Audi’s German heritage in a way that was motivating and memorable. We’d written a number of commercials that were due to air but still needed a hook to tie them together.

I remember, on one of my trips to the Audi factory in Ingolstadt, seeing the line ‘Vorsprung durch Technik’ on a fading piece of publicity. When I asked about it our guide dismissed it, saying it was an old line they used in the early 70s.

But it stuck in my mind. When it came to binding our different commercials together I thought, why not use this line? And, importantly, let’s keep it in German. Mad as that sounds…

Excerpt from: Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty

HT: @rshotton

Facebook Comments

Product Geek?

Join over 5,000 product geeks and get one email every Monday containing the best excerpts I've read over the previous week.

See some of what you're missing...