They run down a corridor towards a door with a bright light, it almost has a religious theme, suggesting that the car gives its occupants a spiritual experience. We are behind the man's feet, as his coat billows out behind him. We finally arrive at the door, which is opened to reveal a baby held in an arm. The baby cries and the camera moves to an information scene. .
This drama is effective because it shows the audience situations in which the car excels. The audience's attention is held throughout the advert by the suspense and urgency. Watching the advert, the viewer subconsciously absorbs the information they are being shown. This style of advertising is effective here because it demonstrates the situations and lifestyles we could experience if we owned the car, instead of just hearing that the car is good and worth our money. .
The sound and music are carefully chosen. The voice-over (female) doesn't begin until quite far into the story. The female voice is calm and relaxed, but questioning. Using a female voice is a useful tactic to include both genders, therefore creating a wider target market. There are references to the technology such as "will it have a catalytic converter that removes 95% of toxic pollution?" This appeals to educated people who want intelligence to be part of their decisions. Several phrases are repeated, letting it drip in to the viewer's mind. Two references are more personal. The first line spoken is "Life is full of decisions, some of the head, some of the heart." The last line is another reference to head and heart, "Vorsprung durch Technic. As both your head and heart would say". In between, technical qualities of the car are listed, which they can't show through the visual story. Vorsprung durch Technic is the company's catch phrase, which translates from German as "Leap Forward Through Technology". Using another language makes it more memorable, German is used because Audi is a German company.
