• by Tanya Gazdik , November 20, 2017

The holidays are almost here, which means it’s time for consumers who are gluttons for punishment to head to what Audi of America tongue-in-cheek calls “a truly magical place — the mall.”

The automaker is kicking off the season with perhaps the most honest of all holiday-themed commercials from Venables Bell & Partners. In the spot, aptly titled “Parking Lot,” two drivers go head-to-head in an exciting chase sequence over the last remaining parking spot. The two men are driving dueling Audis — the all-new 2018 RS 7 and RS 3 Audi Sport vehicles — while “Carol of the Bells” by Peter J. Wilhousky plays as the background music for their chase. 

The full cut is two minutes and there is a 15-second lift. It will be featured on digital platforms including YouTube, Facebook and Instagram.

Audi has done several previous holiday campaigns but this year the automaker wanted to have fun with a humorous take on the holiday shopping experience, says Ken Bracht, director of brand marketing, Audi of America.

“This is the story of two, well-intentioned fathers who set out to make their children’s holiday wishes come true,” Bracht tells Marketing Daily. “As time is often of the essence in these situations, finding a parking space can be daunting at best. It’s something we think many people will relate to.”