3. Target Audience
• Young adults
Desired
positioning
• Being a car
that breaks
the
boundaries
and raises the
bar as to what
is expected
out of entry-
level luxury
vehicles.
Key promise or
benefit
• Consumers
can rest
assured that
the luxury of
the car’s level
is still up to
the brand’s
standard
despite being
an affordable
option.
Communication
tone
• Humorous

4. What is the concept
chosen to differentiate
the product or
service?
No one should ever
compromise .
Especially when it
comes to buying their
brand new Audi.
What is the slogan?
Compromise scares us
too.

5. • Compromise is a scary thing
What does it say?
• With humor
How it is said?
• To young adults
Whom it is adressed to?
• At the end of the ad
When it is said?
• When the slogan appears
Where it is said?

6. • Characters: A family and various kind of people ouside.
• Images: The interior of a house and the street with shops.
• Texts: Only appears at the end to show the product clearly
• Music: An uplifting song.
Execution element:
• Duration: 60 seconds
Execution Aspects:

10. It has a very creative
concept.
It is very humorous.
It supports rescued
animal adoptions.
It doesn’t gives the
commercial a good first
impression.