Audi boldly goes where no one has gone before with this commercial for the Audi S7 featuring Leonard Nimoy (Old Spock) and Zachary Quinto (New Spock) of Star Trek. You’ll walk away feeling like the car is just shy of being a spaceship, and if you’re a Star Trek fan, then you’ll be laughing so hard you’ll be crying.
This isn’t the first time Audi has embraced the nerdy side of pop culture in its advertising. In the recently released Iron Man 3, hero Tony Stark drives a slick red Audi R8 with the license plate “Stark16” because if you’re a wealthy playboy superhero you’re going to have a least that many cars.
They also created a comic reminiscent of the Choose Your Own Adventure stories everyone read as a kid. The beautifully illustrated digital comic featured a new installment each week for three weeks, and of course the Audi R8 was front and center. At the end of each week, readers voted to decide what would happen next and the folks at Marvel made it happen.
Now, Audi has turned it’s attention from superheroes to science fiction with its tie-in to the soon to be released Star Trek: Into Darkness movie. It not only showcases the Audi S7, but squarely punches the Mercedes CLS550 right in the kisser.
It starts off with Nimoy and Quinto playing chess with the younger man losing. He decides to up the ante with a race to the country club for a little golf with the winner picking up the tab for lunch.
As Quinto gets into his beautiful Audi S7, easily fitting his golf clubs in the trunk and activating the navigation to the grand accompaniment of Star Trek’s soundtrack, poor Nimoy doesn’t fare as well with his Mercedes. He ends up strapping his clubs into his passenger seat.
Throughout the ad, the references to Star Trek are nothing short of a joy for nerds and the whole ad does a darn good job of painting the Audi S7 as a high tech piece of machinery that looks almost as cool the USS Enterprise.
Nicole Wakelin fell in love with cars as a teenager when she got to go for a ride in a Ferrari. It was red and it was fast and that was all that mattered. Game over. She considers things a bit more carefully now, but still has a weakness for fast, beautiful cars. Nicole also writes for NerdApproved and GeekMom.