Audi A3 saloon gets the Ricky Gervais treatment for USA (video)

Audi in the USA are using Ricky Gervais and Queen’s ‘We are the Champions’ to get America to fall in love with the new Audi A3 saloon.

Ricky Gervais (pictured) fronts a new advertising campaign for the Audi A3 in the USA

Audi of America has launched an advertising campaign for the new Audi A3 saloon featuring Ricky Gervais and a soundtrack of Queen’s ‘We are the Champions. Which doesn’t seem the most logical fit.

But it seems the theme of the new Campaign for the A3 is ‘Uncompromised’, and Ricky Gervais – especially with his hosting antics at the Globes – is considered a man who sticks to what he believes, without compromise.

The aim is to show potential A3 buyers that they’re not compromising by buying in to Audi’s entry-level car in America, and that Audi itself hasn’t compromised its standards just because the A3 is the entry point for its range.

It’s a sensible pitch by Audi and one that could pay big dividends, not just for Audi but for Mercedes and BMW too who are keen to get America to fall in love with the idea of a ‘compact’ premium car that offers all the bigger offerings do, just in a smaller package.

Whether an ad campaign fronted by a Brit comedian with a soundtrack from a Brit Rock band will do the job, only time will tell.