Audi: Ugly Duckling No More

In a new commercial Audi goes back to its 1920s roots, and its audaciously-designed car of the period. Paul Jaray’s creation looked like something between the Jetsons’ car and the Batmobile, and its futuristic design was not well received by the public. The video captures this disdain, as the vehicle travels through a small, cynical village to the tune of ‘the Ugly Duckling’. When the car arrives in the woods to get away from the mockery of the villagers, it sees a distorted glimpse of its future self in the ripples of the lake, and confidently returns to the village, an ‘ugly duckling no more’. This commercial creates an image of the Audi being an ‘underdog’, which up until recently would have not reflected its real image in modern society.

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