Audi has recently become one of the new sponsors for the 2015 Newport Folk Festival and is using a previous festival event as inspiration for its new Audi A3 e-tron ad.
Many moons ago, Bob Dylan controversially plugged an electric guitar in after taking the stage at the Newport Folk Festival. He was met with boos, mostly, as that sort of music wasn’t what they wanted. It was foreign to them and they weren’t ready for the change. Dylan, however, being the innovator that he was, knew what he was doing. He was playing the music he wanted to play and knew that eventually people would come around.
Audi uses this event in its newest documentary-styled advertisement for the Audi A3 e-tron. Audi knows that electric vehicles, especially ones from automakers more known for sports cars, have been met with considerable criticism. But like Dylan’s plug-in moment in Newport, Audi knows that once people get comfortable enough with the idea, cars like the A3 e-tron will become just as revered as the work of Bob Dylan.
Dylan shocked the world when he plugged in, now Audi will shock the world when it plugs in, too.