When celebrities lend their reputations to high-volume campaigns, the odds of sales dropping are typically diminished. According to Variety, Audi had the same idea when it enlisted Ricky Gervais' assistance in its new A3 sedan marketing strategy. The comedian's dry and somewhat caustic humor and his general blasé attitude were specifically sought out by the manufacturer.
The source noted that the brand campaign, dubbed "Dues," is just one in a series called "Uncompromised Portraits." In each installation, Gervais is seen driving in a vehicle, typically recounting his joke-telling process to whomever his passengers might be. In other commercials created for the campaign, the comedian is seen driving with other celebrities in the car with him, such as David Chang, Lynsey Addario and Kristen Schaal.
Adweek noted that the fit between Gervais and the Audi brand was perfect. In each installation, whether the comedian is driving to a scheduled maintenance appointment or getting an oil change, the comedic relief is what makes the strategy stand out from the company's competitors.
"We're a provocative brand, and we stand up for what we believe in," Loren Angelo, director of marketing for Audi of America, told the source. "Ricky and the others very much hold true to that."