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Old 19th September 2012, 23:57   #1
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Default Vorsprung Durch Technik - How this term was born

A nice story in yesterday's Guardian on how was the catch phrase "Vorsprung durch Technik" was born for Audi-said by the original ad maker himself. Enjoy!

P.S: Mods please move the post if already a thread exists(I searched but did not find any matching one)

Sir John Hegarty, co-founder of the BBH advertising agency, talks about the creation of one of the most recognised German catchphrases in British popular culture, 'vorsprung durch Technik' (progress through technology). It became the slogan of German car-maker Audi after Hegarty visited its factory in 1982

The full report on the story behind "Vorsprung durch Technik"

A three-word slogan, drawled lugubriously by Geoffrey Palmer in a series of Audi ads, changed all that. "Vorsprung durch Technik" became a motto for a nation that was putting the past behind it and restyling itself as a byword for quality, efficiency, progress and technology.

Last edited by Technocrat : 20th September 2012 at 00:51.
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