There was a commercial a few months back for Kraft ranch dressing. The ad consisted of a lady having people in a town called Hidden Valley taste the Kraft ranch dressing. At the end of the commercial, a consumer remembers "Hidden Valley" and "ranch dressing". It was probably the least effective ad campaign ever.
I'm not saying that the people in the market for an Audi R8 don't know the difference between it and a Ferrari, (though some seem to think that they can pass for a BMW [jalopnik.com] ). I just think that to non car people, this is an ad with a flashy red sports car, and at the end it said something about being a Ferrari.