Audi has launched a new ad campaign that takes jabs at Lexus, BMW, and Mercedes. Airing during U.S. coverage of the Winter Olympics, the ads stress Audi's ability to compete with more popular luxury brands.

The first spot, dubbed Friendly Competition, says "...there's a winner and a loser, a runner up, second best, the one who fell a little bit short - our friends at BMW know exactly how this feels." It ends with the tagline "Audi has defeated BMW in three straight Car and Driver comparisons."

The second commercial, Spell, shows people in a daze talking about what they've been told to think about cars. Audi effectively says Lexus is "beige and predictable", Mercedes is a "hollow status symbol", and BMW is for poseurs. When an Audi drives by, the actors come out of their daze - the spell is broken.