Hasta La Creative!

Now that the launch of its A3 sedan — and the accompanying “Stay Uncompromised” marketing campaign — is here, Audi’s ridiculous Super Bowl spot makes a little more sense. “Doberhuaha,” if you might remember, was meant to depict the perils of compromise. I gave it 1.5 stars at the time.

The gag — a plague of Doberman-headed Chihuahuas terrorizing the populace — made little sense, and the CGI was crude. More important, who was accusing Audi of compromise? Or who was Audi accusing of compromise? Why was compromise even a talking point?

Now we know. The A3 is meant to be an entry-level luxury offering, an Audi for under $30K. Is such a concept an oxymoron? Can you do luxury on the cheap?

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