The battle between two manufacturers is happening on advertisements: Audi responds to GM’s commercial where Americans invade Norway.
Audi e-Tron was the best-selling car in 2020 in Scandinavian countries. The four-ring brand plays with stereotypes about the Norwegian people, just as GM did with those about Americans, to underline its own success in the zero-emissions field.
Some months ago, GM presented a commercial where the classic American citizen discovers in his garage that Norway is ahead of everyone in the energy transition and cannot accept that there is someone who does better outside the United States.
Thus, driven by patriotic pride and a spirit of competition, he proposes to cross the Atlantic on a Cadillac Lyriq with intentions of war. He travels with two unlikely adventure companions and they choose the Hummer EV. After a turbulent ship trip, he discovers that Scandinavia is a charming place. Too bad he ended up in… Sweden.
In an Audi advertisement, a man is driving in a snowy landscape and talking about how people may have something against his country. As he drives down a road, he finds the broken globe seen in the GM’s advertisement. He stops, picks it up, and makes an environmental message.
While the driver is speaking, Audi puts the caption “Don’t hate, imitate”. To highlight the fact that the planet will be saved if all countries are able to do what Norway has done in terms of zero-emission mobility.
Videos of GM and AUDI commercials: