As advertising slogans go, Audi's "Vorsprung Durch Technik" must rank as one of the most successful. It's been used in everything from Audi adverts to pop songs, proving the 40-year old catch line has well and truly sunk into the public consciousness.

Audi UK is blowing out a few less candles on the advertising line as Vorsprung Durch Technik didn't make it to British ads till 1983. When it did, however, it became the central theme of Audi's marketing and has helped establish the company's reputation against competition from BMW's "Ultimate Driving Machine" campaign.

Over the years, Vorsprung Durch Technik has demonstrated its acceptance into general British everyday language with appearances in Blur's pop song "Parklife". It has also made guest spots in film Lock, Stock and Two Smoking Barrels and U2's ditty "Zooropa".

Alisdair Suttie - 3 Jun 2011