2015 Audi A3 Sets New Path with Trailblazers Campaign

Star-studded Ad Effort Features Ricky Gervais

The 2015 Audi A3 sedan is scheduled to arrive in dealerships next month, and as explained by Loren Angelo, director of Marketing for Audi of America: "The launch of the all-new Audi A3 is a pivotal moment for the brand in the U.S. market."

As a result, the four-rings brand has supported its new premium compact with a steadily growing publicity presence that started during this year's Super Bowl, with the "Stay Uncompromised" spot, and now continues in a series of fresh commercials that honor the world's trailblazers.

"The new campaign for the Audi A3 celebrates fearless individuals who refuse to compromise: whether they’re entertainers, athletes or Audi engineers,” added Angelo.

Getting down to the trailblazing specifics here, the new spots for the 2015 Audi A3 will feature comedian/actor Ricky Gervais, as well as:

  • David Chang—celebrity chef
  • Lynsey Addario—photojournalist
  • Kristen Schaal—comedian
  • Claressa Shields—boxer and Olympic gold medalist
  • Cyrcle— avant-garde street-art collective
  • Voices of Destiny—award-winning, California-based church choir

All are featured in the premiere ad for the new campaign, titled “Dues.” The 60-second commercial leverages the classic Queen track “We are the Champions,” with each person reciting lines as the spot builds to a stirring rendition of the chorus. Also helpful for buzz-building: The “Dues” commercial will run throughout the NCAA spring basketball tournament, one of the most-watched sporting events of the year. Oh, on the odd chance you aren't familiar with those folks mentioned above, Audi also has released a series of short video films spotlighting each of them, and they're available for viewing at the brand's YouTube channel.

If you’re not familiar with the 2015 Audi A3, here’s the short story, once more from Angelo: “An entry-level sedan, the A3 doesn’t sacrifice design, technology or performance. The uncompromised nature of the A3 targets first time luxury buyers and allows Audi to go after new audiences.”

The price of admission to the 2014 Audi A3 family starts at $29,900, for the standard sedan, with that model expected to be joined at dealerships by a hi-po Audi S3, an open-air A3 Cabrio, a diesel-powered A3 TDI and, eventually, the 2015 Audi A3 Sportback e-tron, providing the versatility of a hatchback and the efficiency of a plug-in hybrid.