Audi will join the traffic jam of car ads in the Super Bowl with a spot looking to further position itself as a luxury brand. As always, it has a lot to live up to, with its 2008 "Godfather"-inspired spot garnering critical attention.
Audi unveiled some details about its 60-second spot that will air during the game's first ad break when attention is high. Yet it did not detail what could be the crème de la crème: the "cameo" at the end.
The automaker stated that the ad will "feature an irreverent, satirical overtone" with "well-dressed" inmates trying to escape a luxury prison. The concept is a redefinition of luxury with old luxury as a backdrop.
The company has been running a lead-up spot during the NFL playoffs, inspired by the 1947 children's book "Goodnight Moon," backing the same new sedan to be touted in its Super Bowl ad looking for 100 million-plus viewers.
San Francisco's Venables Bell & Partners is behind the spot as Audi is becoming a perennial Super Bowl advertiser. There are many other auto advertisers scheduled for this year's game as the industry recovers.
The 2008 spot offered a send-up of the "Godfather" film with a message that other luxury automakers better watch their backs.