Old Spock vs. new Spock? Hell yes. This new ad starring Leonard Nimoy in a Mercedes-Benz CLS 550 vs. Zachary Quinto in an Audi S7 is the perfect example of why Audi is creating some of the best car ads in the world.

Whether Iron Man or Star Trek, Audi has become perfect at inserting themselves into the iconic cultural technology touchstone entertainment of today — science fiction and comic book movies. Also, they got Nimoy to drop an F-Bomb because his golf bag doesn't fit in the trunk.

Oh, and who wins? It's an Audi ad. Duh. Obviously new luxury wins.