A Detailed Analysis of Consumer Behavior in Audi's 'The Comeback'

This essay provides an analysis of Audi's 'The Comeback' advertisement, focusing on consumer behavior and the advertising appeals employed. The advertisement features a Tyrannosaurus Rex as a metaphor for Audi's 'Comeback' with its new range of driverless cars. The analysis identifies the product as Audi's driverless cars, belonging to the luxurious, sporty, and compact product class. The general advertising appeal centers around the 'Comeback' theme, targeting consumers who may relate to the T-Rex's insecurities and challenges. The essay highlights how Audi uses storytelling and relatable scenarios to connect with consumers on a personal level, emphasizing the brand's sophistication and class. By showcasing the challenges faced by the T-Rex, Audi indirectly conveys the message of bravery and innovation, ultimately persuading consumers of the value and appeal of their driverless cars. The essay concludes that the commercial effectively communicates Audi's brand image and product features to its target audience.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
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Author Note:

1CONSUMER BEHAVIOR
Titled as ‘The Comeback’, Audi’s latest advertisement for auto pilot cars features the
most fearsome creature of the world, ‘Tyrannosaurus Rex’. The product is Audi’s driverless
cars, which is luxurious, sporty and compact. The speedy and sleek RS 7 Sportback describes
the product’s class, along with the brand’s four iconic rings. The advertisement film features
the story of a T-Rex, who falls from international infamy to an internet gag. It is the tale of a
T-Rex who becomes a laughing stock and as a result embarrassing memes and videos of the
big, deadly creature floods the internet. The T-Rex is being ridiculed due to his short arms
and thus, he lost all the respect and was not at all feared as he was before (Youtube.com
2018).
T-Rex lost all the reasons to survive. He tried to focus on extra-curricular activities,
but none of them managed to make him happy. His whole life turned into a joke. Then, he
discovers something magical, which changed his entire life. Particularly at the end of the
advertisement film, Audi announced its ‘Comeback’ with a range of driverless cars, auto
piloted driving feature. The general type of advertising appeal used in the advertisement by
focusing on the ‘Comeback’ of the luxurious brand with some great features (Audi.com
2018). In addition to this, Audi has hugely embraced the value of social media, in today’s
generation.
Audi makes an advertisement appeal not to a particular age group, but to the members
who are stuck in the similar situation as that of the T-Rex, where his insecurities are being
challenged. Audi, here plays an important role as the advertisement portrays how the brands
and products used by the consumers, reflect their personality. On watching the advertisement,
consumers will be able to relate the advertisement with their own lives, which will remind
them of their own insecurities (Percy and Elliott 2016). In addition to this, Audi also reminds
its target consumers regarding the ‘Comeback’.

2CONSUMER BEHAVIOR
Audi always creates short and crisp stories within the commercials in order to connect
with the consumers on a personal level. It also demonstrates itself with the tag line
‘Comeback’ by portraying the challenges of T-Rex’s. This establishes two points of the
brand. Firstly, it portrays that no matter what the situation is, one needs to be brave enough to
deal with the insecurities. Secondly, they tried to prove their point of how driverless cars
would leave others wonderstruck (Audi.com 2018). This is the way Audi appeals to its
consumers and that too, in an indirect manner.
The commercial is able to cater to the eyes of the consumers due to its quirky theme.
The core of the advertisement further exhibits the aspects of comeback and bravery. In
conclusion, the company is able to convey sophistication and class to its consumers. Audi is
able to establish its new cars with auto pilot feature, perfectly. The company wants its
consumers to experience the lavish car and truly enjoy it. They want to cater to the customers
to get through their insecurities and avail this driverless option (O'guinn et al. 2014).
Therefore, the commercial is successful in persuading the consumers of Audi’s sophistication
and class.

3CONSUMER BEHAVIOR
References
Audi.com (2018). [online] Available at:
http://www.audi.com/en/innovation/piloteddriving/T-Rex.html [Accessed 24 Apr. 2018].
O'guinn, T., Allen, C., Semenik, R. and Scheinbaum, A.C., 2014. Advertising and integrated
brand promotion. Nelson Education.
Percy, L. and Elliott, R.H., 2016. Strategic advertising management. Oxford University
Press.
Youtube.com (2018). [online] Available at: https://www.youtube.com/watch?v=I2j2-
DqcPfM&feature=youtu.be [Accessed 24 Apr. 2018].