This spot is so incredibly simple. I love how they don't shy away from their competitors' strengths. Instead they acknowledge that Volvos are safe and Mercedes is comfortable etc., but go on to say Audi is all that and much more. Notice they didn't muddy the spot with some pointless music or voiceover either. My only problem is the spot ends with a question, which weakens their point in this case. Just come out and say it.