{"id":2921,"date":"2021-10-20T06:53:49","date_gmt":"2021-10-20T01:23:49","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2921"},"modified":"2021-10-20T06:57:12","modified_gmt":"2021-10-20T01:27:12","slug":"audi-vorsprung-durch-technik","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/10\/20\/audi-vorsprung-durch-technik\/","title":{"rendered":"Iconic Ads: Audi &#8211; Vorsprung Durch Technik"},"content":{"rendered":"\n<p>Audi was to launch their first brand campaign in the UK in 1982. The brief was given to BBH (Bartle Bogle Hegarty). There was some advertising earlier, but nothing strategic or brand-focused.<\/p>\n\n\n\n<p>John Hegarty was seeking a way to connect all Audi models. He wanted to go deeper than merely aesthetics or layout. Visual emotional feelings of linking the campaign together.<\/p>\n\n\n\n<p>Hegarty was in Ingolstadt, Germany, visiting the Audi factory. He noticed an old, faded poster on the wall. The phrase \u2018Vorsprung Durch Technik&#8217; arose. Hegarty had no idea what it meant, but once told, it stayed.<\/p>\n\n\n\n<p>Hegarty suggested the brand revisit an old ad line to create an emotional connection. \u201cIt immediately came to me \u2013 why don&#8217;t we sign it off with this old German motto, \u2018Vorsprung Durch Technik&#8217;?\u201d he asks. \u201cThen Barbara Nokes added \u2018in Germany.&#8217;\u201d<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img fetchpriority=\"high\" decoding=\"async\" width=\"514\" height=\"514\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Audi-1.jpeg\" alt=\"\" data-id=\"2922\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Audi-1.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2922\" class=\"wp-image-2922\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Audi-1.jpeg 514w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Audi-1-300x300.jpeg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Audi-1-150x150.jpeg 150w\" sizes=\"(max-width: 514px) 100vw, 514px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"274\" height=\"184\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/audi-2.jpeg\" alt=\"\" data-id=\"2923\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/audi-2.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2923\" class=\"wp-image-2923\"\/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>&#8220;Everyone thought I was insane,&#8221; Hegarty adds. Back then, no one utilized foreign languages to promote.<\/p>\n\n\n\n<p>The phrase was used for two reasons: to establish Audi as a German brand in the minds of consumers, as opposed to a nebulous \u2018Euro-car&#8217;, and because Hegarty believed it was amusing.<\/p>\n\n\n\n<p>While the Audi clients, Brian Bowler and John Meszaros, liked the idea, the research almost killed it. It&#8217;s too German, it&#8217;ll turn people off etc. the study indicated. \u2018We are German, so why should we be ashamed?&#8217; replied Brian and Johnny. \u2018Let&#8217;s do it&#8217;. And the rest is history.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads: Audi - Vorsprung Durch Technik 1983\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/WVGU_6KJI44?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>The slogan was an instant hit. The distributors said &#8211; We love it, we love it, we have people coming in wanting to witness a bit of that Vorsprung, so Audi knew. When Boris Becker played Wimbledon, if he lost, journalists would say \u2018Boris needs more Vorsprung and \u2018maybe his Technik isn&#8217;t quite up to par&#8217;. So it became common parlance.<\/p>\n\n\n\n<p>Adopting a phrase in a foreign language may not seem apparent, yet it worked for Audi. At the time, public impressions of Germany \u2013 at least in Britain \u2013 were shaped by history.<br>Most importantly, the phrase reaffirmed Audi&#8217;s German background, a valuable asset for a car brand associated with accuracy and engineering strength. It did all this despite the audience not understanding it. \u201cIt was wonderful because people guessed what it meant but it never said it,\u201d Hegarty explains. \u201cEnglish has no word for \u2018Vorsprung.&#8217; It means \u2018leaping ahead with technology&#8217;. People acquired \u2018Vorsprung (sounds like \u2018spring&#8217;) and \u2018Technik&#8217; (technology). It didn&#8217;t matter. It said \u2018we&#8217;re German&#8217;. We didn&#8217;t realize how vital that was when we started.\u201d<\/p>\n\n\n\n<p>A nation reshaping itself as a byword for quality, efficiency, progress, and technology adopted the motto &#8220;Vorsprung Durch Technik.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The phrase reaffirmed Audi&#8217;s German background, a valuable asset for a car brand associated with accuracy and engineering strength<\/p>\n","protected":false},"author":1,"featured_media":2926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,10],"tags":[39,1005,1003,1002,1004,1006],"class_list":["post-2921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","tag-advertising","tag-audi","tag-bartle-bogle-hegarty","tag-bbh","tag-john-hegarty","tag-vorsprung-durch-technik"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Audi - Vorsprung Durch Technik Point of View<\/title>\n<meta name=\"description\" content=\"The phrase reaffirmed Audi&#039;s German background, a valuable asset for a car brand associated with accuracy and engineering strength\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/10\/20\/audi-vorsprung-durch-technik\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Audi - Vorsprung Durch Technik Point of View\" \/>\n<meta property=\"og:description\" content=\"The phrase reaffirmed Audi&#039;s German background, a valuable asset for a car brand associated with accuracy and engineering strength\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/10\/20\/audi-vorsprung-durch-technik\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-20T01:23:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-20T01:27:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/audi-logo-old.png\" \/>\n\t<meta property=\"og:image:width\" content=\"279\" \/>\n\t<meta property=\"og:image:height\" content=\"181\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/10\\\/20\\\/audi-vorsprung-durch-technik\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/10\\\/20\\\/audi-vorsprung-durch-technik\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Audi &#8211; 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