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Ricky Gervais touts for Audi | video


Audi has tapped acerbic comdedian Ricky Gervais to star in a new ad campaign called 'Dues' for the A3 sedan, with the underlying message that the car is as uncompromised as the comic -- known for outraging Hollywood when hosting the Golden Globes, and equally outraging the conservative side of Twitter on a daily basis.

Joining Gervais in the slot are US gold medal boxer Claressa Shields, entrepreneur chef David Chang who founded the Momofuku restaurant empire, comedian Kristen Schaal -- the uber-fan Mel in Flight of the Conchords, and a regular on The Daily Show -- and several other celebrities who swim against the flow.

Gervais, who created The Office, Extras, An Idiot Abroad, and Derek, among other hit comedy, kicks off the commercial with the first line "I've paid my dues", with the other celebrities taking turns until they get to the chorus of the famed Queen song ... "You know how it goes" Gervais bookends the ad to tell us.

The ad was created by Venables Bell & Partners in the US, who spearheaded the 'don't compromise' theme with the Doberhuahua commercial for the A3 that aired during the Super Bowl in February.

The 60-second spot starring Gervais will be the linchpin for a series of profiles highlighting the careers of each of the other celebrities in the campaign. And with Audi outselling last year's top global prestige brand BMW in the first two months of this year, perhaps using 'Champions of the World' as the soundtrack for the latest ad has another message about their intentions.

This reporter is on Twitter: @KarlaPincott

Watch the Ricky Gervais Audi ad on our desktop site.