Friday 2 June 2017

Audi Executives Fail Spectacularly with A5

When the Audi A5 was created, designer Walter de Silva described it as "the most beautiful car I have ever designed".

Audi A5

Be that as it may, the song “Pure Imagination” used in the Audi A5 car advert is the same creepy, terrifying and sinister tune that was in the 1971 children’s movie Willy Wonka and the Chocolate Factory.

The dark, sinister undertone of the movie, where children are killed off by the maniacal and sociopathic Willy Wonka, is reflected by the haunting song Pure Imagination.

Wacko Willy Wonka played by Gene Wilder

Why Audi executives—who are similarly aged with their prime demographic of middle-aged customers to remember actor Gene Wilder—would choose such a deranged song that most probably triggers unpleasant childhood memories in that generation is beyond comprehension. 

Audi has failed spectacularly by simply thinking that the name of the song Pure Imagination is all that is needed to inspire their customers. Songs, like names, have historical and social meanings ... and this song in particular haunts some people and gives many the chills (or willies)!

The company could, and should, have used a more upbeat, positive, awe-inspiring song to reflect the new creative design of the Audi A5. Opportunity missed!


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