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SLOGAN KNOW-HOW

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Understand the evolution of an advertising slogan

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Advertising Slogan Hall of Fame

The Advertising Slogan Hall Of Fame recognises excellence and best practice in advertising, benchmarking creativity - identifying the best in branding.  The Advertising Slogan Hall of Fame now recognizes 125 lines as members, ranging from ‘Let your fingers do the walking’ to ‘Heineken refreshes the parts other beers cannot reach,’ to ‘We try harder,’ to ‘If you’ve got it, flaunt it.’

Vorsprung Durch Technik.



Vorsprung Durch Technik.
TV commercial (1997) courtesy of Xtreme Information

Image (1984) courtesy of The Advertising Archives

‘Vorsprung Durch Technik’ (advancement through technology). The word ‘vorsprung’ is closer in meaning to the phrase ‘to leap ahead’. It is a neat reversal of the trend in Germany to use English-language claims in advertising.

The line was originally introduced by Hans Bauer of Audi NSU's advertising department in 1971. The line was then spotted in 1982 by Sir John Hegarty of BBH at an Audi factory during a visit to Germany to establish how to sell Audi's cars to UK drivers. The line was then developed into a globally recognised slogan.

Advertiser: Audi
Ad agency: BBH
Year: 1982


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