Patent Filings = Innovation? Audi's Advertising Agency Thinks So

(Also posted on Patenting Lives blog)

Not quite directly related to concerns of intellectual property aspects of medicine, but certainly concerned with patent law, and so interesting I could not resist blogging it. The latest Audi commercial features "patent filings" as a slogan. The campaign hinges on a link between filings (not even granted patents, but just filings) and prestige and innovation.

It's the latest campaign for the Audi A6, entitled "A6: Patent No VOR5PRU7NGDUR6CHT3CHN1K" (catchy, yes?). The advertisement features a man and his dog walking along a deserted country road in the middle of the night. He hears a sound in the sky and looks to the stars, a fast-moving object speeds through the sky, interspersed with quick images of patent specification documents. The advertisement reaches the climax slogan, "To date, NASA has filed 6509 patents. In development the A6, Audi filed 9621" ... as an A6, after orbiting the earth, plunges out of the sky and into the ocean.

Now that's compelling advertising.