When did car commercials get genuinely funny? When did Star Trek geekdom become cool enough to sell an Audi? Whose idea was it to get Old Spock (Leonard Nimoy) together with New Spock (Zachary Quinto) for this sly exercise in marketing synergy? (Interestingly, Mazda has its own tie-in with the new Star Trek movie.) "The Challenge" is directed by Paulilu, who previously brought you the profane but pitch-perfect launch video for Dollar Shave Club.