Video: Vorsprung durch Technik

Written by Kurt | Thursday, 20 September 2012 22:38

vorsprung durch technik audi advertising sloganLooking through the Guardian's series of articles on Germany I happened to stumble across a very interesting a video here for those that have an interest in advertising, and in this case advertising cars. Now we've all heard the Audi slogan 'Vorsprung durch Technik,' but how come it became a catchphrase even in the english-speaking world and became synonymous with German prowess as whole in the 1980s? Sir John Hegarty, the British ad man responsible for dusting off the slogan, which he found on an old poster during an Audi factory visit, rekindles how the campaign came to fruition. Further down on this page the original video ad that made the campaign such a success. What strucks me is the apparent ease with which narrator Geoffrey Palmer talks his way through the ad, effortlessy explaining in a few sentences and with little words that actually have nothing to do with the technical advancements of the car why an Audi is so much better technically than competitors. Closing with a cheeky: "If you wanna get on the beach before the Germans, you better buy an Audi 100. Vorsprung durch Technik as they say in Germany." Hear, hear as they say in British parliament.