Corporate Video – Teaming Up for an Awesome Ad
Audi changed the game for collaborative commercials earlier this year, by teaming up with Airbnb for this intriguingly simple and effective ad piece, called “Desolation.” Collaborative commercials have happened before, between companies that pose no threat to each other, but Audi really created a story in this advertisement; one most viewers probably didn’t realize was a cliffhanger until the very end, when we finally experience the resolution.
The Importance of Plot
It’s clear very early on in the commercial that the idea is to sell cars. As the patriarch of a family leaves his incredible desert home, he whips through the sand and yes, the ‘desolation’ around him at heartracing speeds. His car is powerful, easy to drive, and proves that it can handle just about any condition.
As he reaches his morning coffee destination, only to realize he’s forgotten his wallet, Audi takes another important step in the ad: Introducing the car as a perfect fit for women, too. As the man’s wife drives up in another Audi, she becomes the ‘hero’ of the story, with wallet in hand. So, the company has targeted both sexes with equal power and sophistication. All in all, it would be an incredible commercial if it ended right there. However, there is one final twist at the end that requires the viewer to pay extra attention.
A Subtle Approach to Effective Collaboration
At the very end of the commercial, we learn that the house originally featured at the beginning is available to stay in, via Airbnb. It’s only a quick flash of texts that lets the viewer know about it, so it doesn’t take away from the overall feel of the commercial. Instead, it provides intrigue and interest, while showcasing an incredibly unique home. For two companies that may not have had any initial reason to team up together, Audi and Airbnb just perfected the collaborative commercial with this ad.