Audi “Les Hommes Ont Une Ame” [00:45]# Hopelessly caught in a muddle between your average tried and tested reactionary ideas and the need to address new consumer groups, this latest French commercial for Audi while teetering on the edge of unintentional hilarity, is nevertheless a striking example of a new “caring” kind of car advertising. “He has money, he has power. He has an Audi,” a male voice-over drones while we see severely beautiful images of Prague’s old city, a dark-haired woman and children playing. “He will have the woman,” the VO continues matter-of-factly. The reason for this is, we learn, that owning an Audi means that the driver has “lots of soul,” something which no woman can resist. Which is why the woman in the commercial repeats the “He will have the woman,” quite forcefully as she gets into the Audi.