NEW YORK – McKinney & Silver, Raleigh, N.C. broke its first work for its newest client, Audi of America, last week. The four-page ad in the Wall Street Journal did not usher in a new tagline, but perhaps indicates a strategy of touting Audi’s technological advantages and comparing Audis to better selling luxury cars. One page of copy, for example, says, ‘What car company designed a car for the year 2000 in 1981? Then came out with a car based on the concept the very next year?’ Another page reads, ‘What car out-scored the Lexus ES300 and Acura Legend in independent testing by the International Motor Sports Association.’ A new brand campaign is expected to break after the first of the year. Mckinney bested Carmichael Lynch, Minn. and Hill, Holliday, Connors, Cosmopulos/Boston in a review that concluded last July.
Copyright Adweek L.P. (1993)
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