Now, we know Audi can, on occasion, take itself a little seriously at times. And, as we reported
last week
, attempts at humour (that little line about choosing not to participate in the global recession) don't always quite work.
What, you don't spend time caressing your car?
this video
a subtle attempt at poking fun at its serious image? Or just a slightly cringeworthy corporate promo? We have a serious Belgian called Jeremy with sharp cheekbones and even sharper creases on his suit drily quoting numbers, stats and technical info about
the A1 Quattro
. Whilst caressing it, rather too fondly for our comfort. Get a room and all that. Oh, he already did.
Meanwhile on a mountain somewhere Audi jolly factory driver Filipe Albuquerque, who may or may not be made up, giggles and slithers up a snowy mountain road in said A1 Quattro.
So is this Audi poking fun at itself and saying, hey, you think we're immaculately presented but a bit dull like Jeremy but really we're all Filipes at heart and all we love to do really is hoon about going sideways in the snow? Or is it a carefully honed corporate ying and yang message; the 'business on top, party at the back' mullet of viral marketing?
Audi's marketing strategy, expressed as a haircut
We're about as clear on that as Harris was the A1 Quattro's talents after he had
a similarly slidey drive
in the snow in Sweden. Maybe they're struggling to find the 333 buyers for the £40K hot hatch or something. Indeed, four out of the 19 allocated to the UK are
currently in the PH classifieds
Whatever the thinking, it does look like a fun car to drive in the snow. Which has now melted.